Serviceplan has managed to use tedium to attract a great deal of attention with its “BMW Boring News” campaign. The agency garnered the highest accolade at the Deutsche Dialogmarketing Preis (DDP) awards.
Serviceplan Suisse, the only Swiss agency in the running this year, picked up a gold award. The Zurich-based company convinced the jury of the most important dialogue marketing competition in the German-speaking countries with its “BMW Boring News” campaign conceived for the launch of the first BMW 2 Series Active Tourer.
This exceptional mailshot consisted of an eight-page newspaper featuring the most boring news in Switzerland. The “Boring News” caricatured the world of the typical compact van driver. The stories were entirely devoid of value and exemplify this supposedly dull vehicle class. But the first BMW 2 Series Active Tourer finally alleviates the boredom. Not just in the advertising itself but above all when taken out for a test drive at a BMW dealer. “Swap boredom for a test drive” is the exhortation.