Boring News provided a caricature of the world of a typical compact van driver, with news that was essentially not worth telling. The newspaper was meant to represent the allegedly boring compact van class. But the new BMW 2 Series Active Tourer provided relief from the monotony. Not just in the advertising materials, but particularly when taken out for a test drive at an authorised BMW dealer.

The promotional message read “TRADE IN BOREDOM FOR A TEST DRIVE” – a call to action which immediately engaged the reader, encouraging them to take a test drive at an authorised BMW dealer.

Promoters distributed copies of Boring News in public places, while copies were displayed at point of sale – authorised BMW dealers – and were also sent out by post.

The Boring News newspaper challenges the common preconception that, while largely very practical and safe for everyday driving, vehicles in the compact van class have often been distinctly boring as a result. However, with the new BMW 2 Series Active Tourer, BMW shows that functionality can still be combined with typical BMW attributes such as dynamics, design and sheer driving pleasure.

The campaign ran according to the original plan.

– With 799,781 copies of its September edition distributed, as well as 764,347 copies of the Christmas special, Boring News was among the highest-circulating newspapers in the country on the day of its publication.

– The promotion generated over 5000 test drives within a period of just two weeks, far surpassing the forecast figure of 3000.

– The sales target was exceeded by 16.5%. (After three months, the number of sales contracts and lease contracts stood at 466, higher than the 400 forecast.)

– Numerous media outlets reported on this unusual newspaper, with photos being shared on Facebook, Twitter and Instagram.

– Due to the overwhelming response to the promotion, BMW decided to publish a second edition of Boring News and released a Christmas special.