For both brands, this was therefore a game of chess that had no loser. All of the intrigue, attention and news coverage will of course have centred around Audi and BMW. This developing game of chess no doubt became a source of fun and intrigue for regular commuters along the motorway, attracting their attention as well as word of mouth and news coverage. “Your pawn is no match for our king”-Audi. These brand personalities continued to show through when Audi embraced what had now become a game of chess by taking the last available billboard space to showcase their ‘king’, the Audi R8 model. Yet BMW won this particular roadside duel, getting round the lack of billboard space by placing a zeppelin above the billboards, referencing BMW’s involvement with the ultimate in car engineering: Formula 1.
Yet it does so in a different style: less regal yet cheekier, and more exciting and energetic fashion. Audi meanwhile also shows confidence shows its prepared to play at the top. This is a prime example of BMW using this billboard rivalry to present brand character: sleek confident humourous classy. It’s a credit to BMW’s marketing teams that they had the nimbleness to approve a local advert so quickly, allowing the local dealer to take charge without requiring it to be centralized or part of a national campaign. They responded brilliantly by placing a billboard advert on the opposite side of the motorway, introducting a chess theme by inverting the black and white colours used in Audi’s billboard. “Your move, BMW”Įnter the local BMW dealer. This particular example took place in 2009, when Audi placed a billboard advert that looked to show it had upped its game, had become the leading standard for Luxury, and that it was now for Audi’s competitors to catch up. The first involves Audi and BMW in one of the most famous examples of billboard rivalry, which has played out over many of the companies’ adverts.
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