The BMW vs. Audi Billboard War A Case Study in Competitive Advertising

Duarte Rodrigues

The BMW vs. Audi Billboard War A Case Study in Competitive Advertising

start

In 2007, Audi started a billboard war against BMW in a high-traffic area in Santa Monica, California.The campaign quickly became a viral marketing sensation, with both brands using humor and competition to engage consumers. This presentation analyzes the strategies used, visual elements, and psychological impact of this campaign.

AUDI'S FIRST MOVE

AUDI'S FIRST MOVE

BMW'S RESPONSE

AUDI'S REPLY ANDBMW'S ULTIMATE RESPONSE

Marketing strategies used

Competitive Advertising: Direct rivalry that generates curiosity and engagement. Brand Positioning: BMW as the top performance brand, Audi as the challenger. Guerrilla Marketing: Unconventional, eye-catching billboards placed in high-traffic locations. Escalation: Each new billboard raises the stakes, keeping the audience engaged. Humor & Wordplay: “Checkmate”, “Pawn vs. King”, and “Game Over” make the rivalry fun and memorable.

Color and style

bmw

Use of black, white, and blue to convey luxury and performance. Sleek, modern fonts reinforce the brand's premium image. Formula 1 car in the final billboard reinforces BMW’s elite performance.

AUDI

Red, silver, and black to symbolize energy and modernity. Clean, modern font emphasizing Audi’s innovative and strategic approach. R8 model reinforces Audi’s high-performance image.

OTHER STRATEGIES

• Escalation Strategy
• Continuity
• Psychological Impact

OTHER STRATEGIES

Social Media Impact

DID IT WORK?

THANKS!