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Relearn to Drive: BMW’s Performance
Driving School aims at safer driving
With a new campaign featuring offbeat
characters from driving lessons past, BMW of North America will
encourage drivers to consider how times have changed since their
first lesson - and who taught them.
With elements such as an independent,
non-branded micro-site and viral videos, BMW of North America
tackles more than just what car to drive as it launches "Relearn
to Drive," a creative campaign for the BMW Performance Driving
School in Spartanburg, South Carolina, with Austin-based GSD&M.
The campaign, which begins Tuesday,
June 19, aims to bring the BMW Performance Driving School to
life by posing the question, "Who taught you to drive?" The
campaign will drive people to visit www.RelearnToDrive.com,
which is centered on the idea that much of what drivers
originally learned was incorrect or no longer applies, and the
BMW Performance Driving School is the place to right those
The campaign will appear in select auto and
lifestyle publications, such as Roundel, Autoweek and Road and Track;
online via driving enthusiast sites, such as AutoWeek.com and
RacingSchools.com; video sites, including YouTube and Google Video; and
on postcards distributed at BMW events nationwide this summer. The
campaign will also appear in The Onion - in print and online - as part
of a sponsorship.
The "Relearn to Drive" web site features videos
of nine eccentric, over-the-top characters that capture the multitude of
ways people may have been taught to drive, including several listed
Mom insists that her son must always use two feet when driving,
despite what his father tells him
Dad, nervous with clipboard and checklist in hand, gives his son a
Grandpa, dressed in his old military uniform, says it's time teach
his grandson to be a man, and driving a car is "just like driving a
submarine - except the car isn't packed with torpedoes
" Visitors to the site will also be able to
send humorous email postcards with video to friends and family -
customized with a link to the video or just the video - letting them
know that perhaps their driving could use some work. In a separate
section of the web site, information and high-quality video footage of
the BMW Performance Driving School in action will be available.
The goal of the campaign is to raise awareness
of the BMW Performance Center and BMW Performance Driving School - a
134-acre, state-of-the-art driving facility equipped with closed
courses, water walls, a skid pad and an off-road course - as the
embodiment of the BMW brand experience for minimal financial commitment.
The Driving School offers several programs, including one- and two-day
Driving Schools, one- and two-day Teen Driving schools, one- and two-day
M Schools for high-performance driving, and an Advanced M School at the
Virginia International Raceway to learn highly aggressive driving
techniques on professional courses.
"Many drivers on the road today have not
considered just how times - and cars - have changed since they learned
to drive, and this campaign will serve as an entertaining wake-up call
that perhaps we could all stand to learn something new," said Jack
Pitney, Vice President, Marketing, BMW of North America. "Increasing
awareness of the programs we offer at the BMW Performance Driving School
will let people know there is a fun way to hone those skills we all may
have to use one day, no matter what kind of car they drive."
All Photos: BMW
(June 18, 2007)