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Innovative Use of Radio

Gold Winner

Entrant: serviceplan, Munich
BMW 5 Series
"BMW Siri"
  • Corporate Name of Client:
    BMW AG
  • Agency Account Director:
    Carolin Meyer
  • Radio Station:
    Radio Mainz
    Radio Leipzig
    Radio Hannover
  • Agency:
    serviceplan , Munich
  • Global Chief Creative Officer:
    Alexander Schill
  • Executive Creative Directors:
    Till Diestel
    Christoph Nann
  • Copywriter:
    Lukas Weber
  • Junior Copywriter:
    Moritz Conzen
    Mohamed Qubia
  • Production Company:
    German Wahnsinn , Hamburg
  • Sound Designer:
    Philipp Feit
  • Description of the Project:
  • To demonstrate the capabilities of BMW ConnectedDrive in the new BMW 5 series, we created a innovative teaser for the campaign: A unique radio spot that interacted with Apples speech recognition software “Siri”. After asking the listener to activated Siri on his phone, the radio spot dictated 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.