BMW: NO

Credits & Description:

Advertiser: BMW MALAYSIA SDN BHD
Agency: OGILVY MALAYSIA
Category: Best Use of Audio
Advertising campaign: NO
Chief Creative Officer: Gavin Simpson (Ogilvy Malaysia)
Creative Director: Gavin Simpson (Ogilvy Malaysia)
Copywriter: Andrew Crocker
Sound Designer: Tone Aston (Nylon Studios)

Execution
We squeezed in a whole lot of technology and demonstrated just how BMW Active Protection technology works from A to Z in just a 30-second radio spot.

Effectiveness
The spot raised awareness about BMW Active Protection and demonstrated to great effect how this technology functions. It also helped maintain or raise drivers’ perception of BMW and the technology that goes into every drive.

Strategy
BMW wanted to demonstrate just how fast its BMW Active Protection technology works to protect a driver from serious injury in the event of an accident. To enable listeners to fully appreciate the complex German engineering that goes into the safety features of a BMW, we literally had to slow down time. By slowing down the split second exclamation of a helpless driver who can only blurt out “No!” or “Shit!” before a collision, and juxtaposing it with a calm announcer voice that explains every feature that kicks in to protect the driver, we manage to dramatise the intricacies of BMW engineering which works effortlessly to protect drivers from harm.