BMW Promo, Case study FROM 0 TO 60 (100) by Serviceplan Munich

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FROM 0 TO 60 (100)

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Industry Cars
Media Promo & PR, Case study
Market Germany
Agency Serviceplan Munich
Creative Director Christoph Nann, Maik Kaehler Serviceplan
Art Director Roman Becker
Copywriter Andreas Schriewer
Released January 2011

Credits & Description

Category: Best Use of Print
Advertiser: BMW
Product/Service: AUTOMOBILE
Date of First Appearance: Jan 13 2011
Entrant Company: MEDIAPLUS, Munich, GERMANY
Chief Creative Officer: Alexander Schill (Serviceplan)
Creative Director: Maik Kaehler (Serviceplan)
Creative Director: Christoph Nann (Serviceplan)
Copywriter: Andreas Schriewer (Serviceplan)
Art Director: Roman Becker (Serviceplan)
Account Manager: Clemens Kandziora (Serviceplan)
Media placement: Print Ad Magazine - Playboy - 13.01.2011

Insights, Strategy & the Idea
BMW briefed us to develop a likable advert for the BMW M3 Coupé that would really stick out.
It was supposed to stress the brand values – being dynamic and innovative – and communicate the attributes of the BMW M3 Coupé – maximum performance and speed.
We found an usual print ad format, that made the user interact with the ad – and triggered far more attention than any normal ad.

Creative Execution
We wanted to use the media in a way it had not been used before – nonetheless it had to work for real and in the entire number of copies. And, of course, the ad had to make a point for the true BMW M3 Coupé characteristic: getting there faster.
A bookmark was attached to all copies of the Playboy magazine. You could see it sticking out of the magazine, before even buying the magazine. Grasping the bookmark and opening the Playboy would bring you to (the page) 100 directly. There you would read the headline “Faster from 0 to 100” and understand that you just experienced the benefit of the BMW M3 Coupé (0-100 in 4,8 sec.).

Results and Effectiveness
With our bookmark we found a way to maximize the media impact of a print ad and transport the benefits of the product at the same time. It triggered the 1,07 million readers to interact with the advert and made it more memorable.
* 1,07 million contacts (adults. 14 years +, source: MA 2011 Presse I)