BMW: PGA Tour
A breaking campaign by BMW to get PGA Tour golfers, i.e. “influencers,” behind the wheel of a race-ready M model employs aroma advertising. The campaign is Baldwin&, Raleigh, for BMW Golf, Woodcliff Lake, N.J., the sports marketing arm of BMW of North America, Inc.
One hundred bottles of “15w-50” motor oil-scented men’s cologne were given to PGA players competing in the BMW Championship, Lemont, Ill., Sept. 15 – 18. The fragrance is selected to suggest the auto racing experience. Hang tags read: “Do you know what driving 195mph feels like? Well, this is how it smells. Get to the BMW Championship a little bit early to take one of our M cars out for a spin at the Autobahn Country Club.”
Those responding to the invitations will get to open up BMW M cars on a closed track, accompanied by pro drivers Bobby Rahal and Joey Hand, and reaching speeds of 120+ mph.
Creative credits for the campaign go to Baldwin& creative directors David Baldwin and Bob Ranew; art director/bottle designer Rob Frasketti; and copywriter Haley Reaver.
The aroma advertising cologne, in 2 oz. aluminum spray bottles, was created by perfumier Joanna Freeman, of The Shave Den, Bedford, Va.
Baldwin& is a creative practice in Raleigh, N.C., specializing in advertising, design and brand content. Clients include BMW Golf, Burt’s Bees, Risk Evaluation and Design (RED), Habitat for Humanity, and Peter Millar luxury apparel.