To demonstrate the capabilities of BMW Connected Drive in the new BMW 5 series, we created a innovative teaser for the campaign: The first radio spot that interacted with Apple's voice recognition software 'Siri'. After asking the listener to activate Siri on his phone, the radio spot dictated to the phone the launch date of the new BMW 5 series. This way, we created an actual appointment in the customers' calendar software. So, it was an interactive invitation to the launch event at the BMW dealer.

The creative execution delivered on two important levels: It will make people to go to their BMW dealership for the launch of the new 5 series and it generated interest in the capabilities of BMW ConnectedDrive – especially their class-leading iPhone connectivity. It did so not only by engaging the customer in the most direct way possible – creating an actual appointment in their calendar – but also doing so innovatively.

As this was only a teaser, there are no response rate figures yet. But at least we have placed the launch date of the new BMW 5 Series in the calendars of our target group.