Fool’s paradise

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BMW New Zealand’s Reverse April Fools’ Day campaign, created by DDB NZ, 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, held 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 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.

“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,” said The One Club marketing chief Yash Egami, who also produced the Automobile Advertising of the Year Awards.

On April 1st, BMW ran a small print ad designed by DDB, placed on the front page of the NZ Herald, 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 new BMW 1 Series worth almost $50,000.

The news quickly went viral with many international major networks running the news.

“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,” said BMW Group NZ marketing manager Sonya Berrigan.

“It’s a 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 going to be incredibly difficult to top.”

DDB chief creative officer Damon Stapleton said: “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.”


Client: BMW New Zealand
BMW Marketing Manager: Sonya Berrigan
BMW Marketing Communications Manager: Joanne McDonald
BMW Corporate Communications Manager: Edward Finn
Agency: DDB Group New Zealand
Chief Creative Officer: Damon Stapleton
ECD Shane Bradnick
Senior Art Director: James Conner
Senior Copywriter: Christie Cooper
Managing Partner: Elizabeth Beatty
Producer: Andy Robilliard
Account Director: Paula Brown
General Manager, Mango Communications: Kathy Gieck
Group Account Director, Mango Communications: Katie Walton
Production Co: Two Heads TV Production
Director: James Anderson
DOP: Clayton Carpinter
Sound: Ant Nevision

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