NEW ZEALAND – In the true spirit of April Fools’ Day, BMW New Zealand announced the launch of its newest product; the BMW ZZZ Series Cot, via new content produced by DDB New Zealand.
The BMW ZZZ Series Cot claimed to ‘embody the spirit of The Ultimate Drive within the confines of a premium baby cot which simulates the noises and g-forces of a road journey; all in the comfort of the nursery.’
BMW New Zealand stated the cot was designed to aid new parents facing the age-old struggle of getting their infants to sleep.
“The product was developed in response to the plight of millions of parents around the world who spend hours driving around the block in an effort to get their upset infants to sleep. We look forward to making their lives easier with this latest addition to our family,” explained Nina Englert, BMW New Zealand Managing Director.
A 50 second video created by DDB was housed on the microsite www.bmwzzz.co.nz and shared via BMW New Zealand’s Facebook page. The nation’s morning TV news programme also got behind the gag to fool their audience with a three minute segment fronted by their technology reporter.
Shane Bradnick, DDB Executive Creative Director, said, “We know BMW for its trademark style and innovation, but they’re also known for their great April Fools’ Day pranks so we thought this the perfect opportunity to explore what else the ultimate driving machine could mean.”
At 12pm, the campaign was announced as a prank and has since featured in top April Fools gags lists on news sites across the world.
Credits
Agency: DDB New Zealand
Executive Creative Director: Shane Bradnick
Digital Creative Director: Haydn Kerr
Art Director: Sam Schrey
Copywriter: Ben Pegler
General Manager: Oliver Lynch
Account Director: Emma Guadagni
Account Manager: Rebecca Kearsley
Agency Producer: Andy Robilliard
Client: BMW New Zealand
BMW NZ Managing Director: Nina Englert
BMW NZ National Sales and Marketing Manager: Greg Hedgepeth
BMW NZ Marketing Manager: Michelle Sinnott
BMW NZ Corporate Communications Manager: Edward Finn
Public Relations: Mango Communications
General Manager: Kathy Gieck
Senior Account Manager: Olivia Kinley
Prop Builder / Art Designer: Ashley Turner
Production Company: The Collective Force
DOP: Andreas Smetana
Editor & Sound Design: Guy Tichborne
