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By John Glenday, Reporter

July 2, 2014 | 1 min read

BMW has begun a year-long partnership with Sky Arts 1 and 2, giving the German brand BMW exclusive exposure across both channels as well as online, mobile and experiential touch points.

As part of this deal BMW has created a series of idents featuring the 4 Series range, comparing the strong design philosophy of its vehicles with the arts and creative sector.

The partnership was arranged by Sky Media, advertising sales arm of Sky and Amplifi, media investment division of Vizeum.

Uwe Dreher, BMW UK marketing director, said: “BMW has a long history of engaging in cultural activities and is a proud supporter of the arts, as ably demonstrated by the iconic BMW Art Car collection featuring works by Alex Calder, Roy Lichtenstein and Jeff Koons. BMW’s focus on design complements everything that Sky Arts embodies, making the 4 Series a natural fit for this partnership. “

Farhann Cachra, account director, Vizeum added: “This unique partnership with Sky Arts affords us a consistent and timely encounter to speak to a cultured audience and help build familiarity of a stunning new creation in the BMW range.”

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