You guys remember the Billboards War, right? (Btw, the name was invented by us last year and continued to carry the branding in most of the articles we’ve seen).
Well, that was fun and all, but what some people might have missed is that the billboard was actually paid for by a local BMW dealership rather than BMW North America.
But that was just the beginning. Ever since then, several other videos and marketing campaigns, sanctioned by BMW and Audi, continue this legacy by dueling each other through a series of videos. Both are equally “guilty”, don’t get us wrong, but while BMW seems to be slightly subtle, Audi takes a bold approach and releases new videos aimed at BMW.
The second video continues the stereotyping we have seen before in the “Meet the Beckers” series. This time, the “techno head”, Bluetooth borg BMW driver is being replaced by a shorter gentlemen driving a red flashy 3 Series Cabrio and…..dating a good looking woman. Oh …and she’s taller than him.
Not sure where Audi was going with this, but hey, we really wouldn’t mind being “that guy”….
Now, we’re not graduates of any marketing school, rather geeks at heart, but we do wonder if this is usually the best way to spend your money on.
Wouldn’t it make more sense to focus on the strengths of your brand and continue to build your reputation or image, rather than constantly bringing your competitor in focus, regardless if it’s positive or negative?
Thanks for the tip Saleem!