DDB Group NZ’s ‘Reverse April Fools’ for BMW scores at One Show’s 2016 Automobile Awards
The BMW New Zealand Reverse April Fools Day campaign, created by DDB, continues to be recognised internationally; this time winning the only award in the Experiential category at The One Show Annual Automotive Advertising of the Year Awards.
The awards, in partnership with the North American International Auto Show in Detroit, are judged by a panel of top advertising creatives and automotive journalists who recognise the best, most creative work from automotive brands, products, marketers and agencies from around the world.
The Automotive Awards is the only category-specific awards show held by the One Club, which also produces The One Show and Creative Week. VP content and marketing at The One Club and producer of the Automobile Advertising of the Year Awards Yash Egami says, the North American International Auto Show is the gold standard for automotive and the perfect partner for a category that produces some of the best creative work in the world.
On April 1st, BMW ran a small print ad designed by DDB, placed on the front page of the New Zealand Herald newspaper suggesting that the first person to swap their car at the Newmarket dealership would win a brand new BMW. Tiaana Marsh took a punt on the ad presuming it was not an April Fools’ Day joke and upgraded her 15-year old Nissan Avenir for a brand new BMW 1 Series worth almost $50,000. The news quickly went viral with many big-name international major networks running the news.
Says Sonya Berrigan, marketing manager. BMW Group New Zealand: “We enjoy a strong, collaborative relationship with the creative team at DDB and their enthusiasm and drive for results helps convey sheer driving pleasure to BMW enthusiasts. It’s testament to the strength of the partnership that they have been able to achieve such an incredible result both in terms of pure success of the activation but also, to be recognised as the creative leaders amongst our competitors is a real feat. It’s an April Fools’ Day like no other and is one which is gong to be incredibly difficult to top.”
Says Damon Stapleton, chief creative officer, DDB: “This is the second April Fools’ Day campaign we’ve worked on with BMW and the second to create a stir globally. We make a great team and are pleased to see this creative work, that required little investment, is continuing to be seen as one of the hero campaigns for 2015.”
(Pictured: BMW product and technology spokesperson, Hector Arellano-Belloc, accepting the award on BMW NZ’s behalf)