Kiwis are in for a surprise when they visit Auckland’s Viaduct this weekend, as luxury carmaker BMW unveils a ‘peep-show’ activation to celebrate the launch of the 4 Series Coupé.
Created by New Zealand-based integrated marketing agency Pead, the pop-up will feature what the agency describes as a “mysterious” and “sophisticated” ‘man and woman in the window’, accompanied by flower beds, discarded bicycles and wrought iron streetlamps.
The scene, Pead says, is meant to depict the sultry streets of Amsterdam’s Red Light District—there’s even a bouncer at the door.
The activation will run between 1pm and 1am on 26 November until 29 November, with Pead launching an integrated communications campaign to drive awareness and attendance of the activation.
This will include digital content, social media, influencer relations, and PR.
“Our most provocative design, deserves our most provocative launch,” BMW New Zealand head of marketing Gabrielle Byfield said.
“The refreshed brand identity for BMW is bold, daring, exciting, and challenging—and the all-new 4 Series truly reflects the dynamism and progressiveness of our brand.”
Pead director of integrated strategy Kelly Grindle said the agency wanted to deliver a car launch with a difference, something that “makes you raise an eyebrow” and “chat about what you’ve seen at the pub”.
“There aren’t many clients you could convince to create a red-light window activation, complete with an alluring peep-show—so we’re thankful to the team at BMW for their bravery and vision,” Grindle said.
“As with all our campaigns, this is a truly integrated approach—blending our internal skillsets of events and activation, content creation, social and digital influence, and media relations—to deliver a standout result.”
Pead worked alongside contracted suppliers Eventbase, Lux Productions and RadLab to facilitate the activation and surrounding amplification.
For more information on what the woman in the window is up too, follow @bmwnz on Instagram, or head down to Market Square in Auckland’s Viaduct to view for yourself.
Ogilvy has announced David Fox will be promoted to the role of CEO for the Middle East and North Africa (MENA) region, effective March 1, 2021. Based in Dubai the new role encompasses responsibility for nine countries and 10 offices across the region. The move to a new regional position follows six and a half […]
Holiday goers leaving Melbourne are being reminded to check Fire Danger Ratings (FDRs) to ensure they are fire safe and ready as they head out of the city and into regional Victoria. As part of the annual Victorian Fire Season campaign, the Victorian Government’s (Vic Gov) latest outdoor campaign harnesses the dynamic capability of digital […]
LinkedIn has unveiled its annual Jobs On The Rise report and – despite the usual suspects – it’s good news for those workers who possess digital skills and can work remotely. You can read the report in full here. As you’d expect, the report was headed by the always in-demand occupations such as health care […]
Henrik Isaksson is the regional managing director at Acast AU & NZ. In this opinion piece, he gives his top prediction on what 2021 will bring for the podcasting world. Despite a volatile media environment in 2020, podcasting has continued to grow from strength to strength. We have seen record listen numbers month-on-month and advertising […]
Lenovo has released a new campaign that applies a surprising creative twist to reviews of its products, combining them to form death metal songs. Yes, you read that correctly. The works come from Omnicom-owned Swedish agency Ehrenstrale, in a bid to target gamers, which Ad Age reports are an important audience for the brand, and […]
Outgoing and twice impeached President Donald Trump released a pre-recorded farewell as he departed Washington. But many of the US’ major networks didn’t show it. Trump was banned from Facebook and Twitter in the wake of his supporters’ attack on the US Capitol on 6 January. His personal account on YouTube has also been suspended […]
New data from Facebook shows that an initiative aimed at supporting local news publishers is showing early signs of success. Australian and New Zealand publishers participating in the Facebook Journalism Project’s Reader Revenue Accelerator in 2019 and through 2020 secured more than 24,000 new paying subscribers and more than 160,000 new loyal readers (whether through […]
Radio personality and comedian Kate Langbroek has returned from Italy to rediscover Melbourne’s iconic Chapel Street Precinct, which has seen a post-lockdown renaissance of business over summer. Langbroek has stitched the words ‘Support Local’ on her sleeve, making visits to many Chapel Street Precinct businesses with a film crew capturing each of the business owners […]
Paying homage to the Vincent Desiderio painting ‘Sleep’ and Kanye West’s ‘Famous’ music video, Koala Furniture’s new commercial shows a range of people all comfortably sleeping on their Koala Mattresses. Like the ‘Famous’ music video, the commercial for Koala’s new mattress begins with a close up of a single sleeping person and then slowly pulls […]
Pedestrian Group has announced it will be taking the third iteration of its national self-care festival Selfish online in 2021. Selfish Sessions, running virtually from February 24 – 26, will reflect on what self-worth means to young Aussies, focusing on long-term strategies to improve their intellectual, emotional and creative wellbeing off the back of a […]
This week, three A-League clubs will partner with Epic Games to celebrate global football in Fortnite, alongside more than 20 other top clubs from around the world. Starting on Sunday, players can choose from 10 different variants of new “Kickoff Set” outfits to represent their favorite club in-game. Each outfit can be swapped to any […]