BMW PROMOTION WEEKEND: MORSE CODE

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Released:	September 2007
Advertiser:	BMW SOUTH AFRICA
Brand name:	BMW PROMOTION WEEKEND
Agency:	Ireland/Davenport
Country:	South Africa
Category:	Cars & automotive services
Tags:	Johannesburg

Credits:

Advertising Agency: IRELAND/DAVENPORT, SOUTH AFRICA, Johannesburg
Executive Creative Director: John Davenport/Philip Ireland
Scriptwriter: Gina King/Roderick McCall
Agency Producer: Natalie Andrews
Account Supervisor: Carmen Chilton
Advertiser's Supervisor: Elizabeth Smuts


Script in English
ANN: To avoid overwhelming our sales team this weekend, we’ve decided to make our ads for the BMW Premium Selection Weekend, where you can get finance capped at 6% below prime, slightly more cryptic.

SFX: '6% below prime' in Morse code

ANN: Terms and conditions apply.

SFX: BMW Mnemonic
Brief Explanation
Once a year, BMW runs a special promotional weekend where BMW’s Premium Selection Vehicles are available at 6% below the prime interest rate. Our job was to create an impactful campaign that would stand out from all the other finance offers and help to draw people to the dealerships.

While most car finance ads make their offer blatantly obvious, we did something a little different. We announced the offer in different secret codes. By being slightly cryptic with our advertisements, people had to spend a little time figuring out what the actual offer was.