This special campaign was aired during the only times everyone actively listens to the radio: during the news.

We exchanged the station's ordinary news presenters. And let a BMW's text-to-speech function read the actual news. Every hour, with the latest, up-to-date news. For a whole day. Making the fact that the new BMW text-to-speech function can read the news to drivers, big news.

As it is not allowed to mix content and advertising the media team had to find a loop-hole to make this idea possible at all. By not integrating any advertising into the news themselves except exchanging the voice, we created a form of advertising that was in a legal sense not advertising. Accompanied by a more or less standard news-sponsoring announcement before and after the news themselves. To round it all off, our news used an own news-assignation/jingle. To make it legally watertight.

By mixing web-radio with terrestrial radio we achieved a very targeted yet broad enough reach.

See confidential info.