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BMW Billboard Strikes Mercedes Too

BMW looks extremely determined to smashing the competition through strong marketing initiatives. In fact, the German carmaker found the perfect way to gain its popularity: aggressive billboard campaign. Actually, we cannot say that BMW came up with this idea all of a sudden. The truth is that Audi had it coming when it first challenged their fellow countrymen. But what did BMW have against Mercedes? Installing a huge billboard on the Versatel building in Stuttgart, Mercedes ‘hometown’, and using a Mercedes slogan to promote the new BMW Z4 Roadster is quite a hint on where this is heading. The German slogan for the Mercedes SL 65 AMG Black Series is ‘Von einem anderen Stern’ (From another star). BMW wrote under the Z4 Roadster image that ‘Freude wie von einem anderen Stern’ (Joy comes from another star). You don’t even have to know the German language to make the connection between the two slogans. The only difference is that BMW connects with its new Joy (Freude) marketing campaign. If you find it familiar with another BMW billboard, you are right. The carmaker recently used the same method to pun Audi for having the courage to start this fight. Now, Ingolstadt has a huge banner that uses Audi’s German slogan (“Vorsprung durch Technik”) to promote the Z4 Roadster: “Vorsprung durch Freude.” Yes, Audi had it coming. After all, no one made them put a billboard in California showing an Audi A4 and having "Your move, BMW" written next to it. Of course, BMW had to answer that, and wrote the "Checkmate" text next to an image of the M3. However, if we can understand this billboard war between Audi and BMW, we are still a bit confused with the attack on Mercedes; and hoping this will make the Tri Star brand to react soon. Meanwhile, the scoreboard changes fast, as a new player is announced. BMW 2 - Audi 0 ... -Mercedes 0.
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