The Challenge Idea Result
With the BMW 2 Series Active Tourer, Boring News, which was published as – We reached over 23 % of
BMW is targeting the compact van if it were a real newspaper, provided a Swiss households.
segment, which is a new endeavor for caricature of the world of a typical – Circulation: 799,781 copies (Sep.),
the brand. Vehicles in this class – as compact van driver, with news that was and 764,347 copies (Dec.).
well as their drivers – are generally essentially not worth telling. The – Over 5,000 test drives over a period
considered to be pragmatic, somewhat newspaper was meant to represent the of two weeks.
boring, and monotonous. We wanted allegedly boring compact van class. But – Sales target exceeded by 16.5 %
to challenge this preconception. the new BMW 2 Series Active Tourer
provides relief from the monotony. Not
just in the advertising materials, but
particularly when taken out for a test
drive at an authorized BMW dealer.
The mailing consisted of an ... with all the news not ... but also plenty of information
eight-page newspaper ... worth telling ... about the new vehicle.
Multiple editions were published: Boring News in September and the Christmas special in December.
The Christmas special.
Result: Over 5,000 test drives over a period of two weeks, sales target exceeded by 16.5 %.
Client: BMW Schweiz AG
Agency: Serviceplan Suisse AG
Agency: Serviceplan Suisse AG
Chief Creative Officer: Alexander Schill
Creative Director: Christian Sommer
Creative Director: Christian Sommer
Copywriter: Dieter Boller, Ulrike Schumann, Hanna Blumenrath
Art Director: Julia Bochanneck, Gabriel Schuster
Production: Fabio Clerici, Barbara Meier
Account: Melanie Herbst, Beat Jenny, Christian Panzeri
Printing press: NZZ-Druckerei
Printing press: NZZ-Druckerei
