Media > Use of Media
UP, DOWN
JUNG von MATT/ISAR, Munich / BMW / 2002
Overview
Credits
OVERVIEW
Audience
Really good ideas are usually staggeringly simple. And work without a lot of frills. That’s true of this one. The ad simply and convincingly dramatises the BMW „Electronic Four-Wheel Drive“ and „Hill Descent Control“ features. It’s simple, to the point and relevant to the target group.
CampaignDescription
Elisabeth Baumgartner/Jung von MattKarin Novozamsky/Jung von MattMaja Seggerman/Jung von MattMatthias Baumann/Jung von MattDr. Wolfram Gachowetz/BMW Austria/ClientMag. John-Patrick Holl/BMW Austria/ClientCharlotte Hager/Carat Austria/Media Agency Really good ideas are usually staggeringly simple. And work without a lot of frills. That’s true of this one. The ad simply and convincingly dramatises the BMW „Electronic Four-Wheel Drive“ and „Hill Descent Control“ features. It’s simple, to the point and relevant to the target group. Because the newspaper/magazine media use this idea as it is. But just in a more intelligent way: by simply following the headline (and turning the advertisement round), the BMW is driving up hill, or back down. And this dramatises the message of the ad. The media team merely had to switch round a simple advertisement. BMW needed an advertisement for the Austrian market which especially emphasises the topic of the car’s four-wheel drive and suitability for mountainous terrain. When it comes down to it, Austria is one of the most mountainous regions in Europe. Here it is really recommended to drive a BMW with electronic four-wheel drive and Hill Descent Control (HDC)!
Execution
The media team merely had to switch round a simple advertisement.
Idea
BMW needed an advertisement for the Austrian market which especially emphasises the topic of the car’s four-wheel drive and suitability for mountainous terrain. When it comes down to it, Austria is one of the most mountainous regions in Europe. Here it is really recommended to drive a BMW with electronic four-wheel drive and Hill Descent Control (HDC)!
MediaStrategy
Because the newspaper/magazine media use this idea as it is. But just in a more intelligent way: by simply following the headline (and turning the advertisement round), the BMW is driving up hill, or back down. And this dramatises the message of the ad.
OtherCredits
Markus Maczey Art Jung von Matt
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