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BMW wins Aller Best Q2
Together with speed enthusiast Kjetil Jansrud, BMW convinced readers that safe driving on winter roads saves lives.
This makes BMW the second finalist in Aller Best 2023.
In 2022, Norwegian roads claimed 116 lives - 38 more fatalities than the previous year. 6 out of 10 Norwegian drivers rarely or never feel unsafe on slippery roads. But since fatal accidents are on the rise, it can be assumed that many are driving with a false sense of security.
This insight and all the media reports were the starting point for Aller Media's desire to get BMW on board to take social responsibility. Because if you are part of the challenge, you must also be part of the solution.
BMW helped make Norwegians more aware of safe winter driving.
The goal was
- first and foremost to raise awareness among Norwegians about safe driving on winter roads
- to increase knowledge about BMW as a brand, and at the same time highlight BMW as a good and safe winter car.
They did it!
- Car advertising often focuses on pure branding of brand and model, or has campaigns on interest rates. Here we went in the complete opposite direction, without focusing on either brand or model. The campaign had to be relevant to everyone in traffic, not just BMW buyers," says Sindre Hellkås, Strategic Group Account Manager at Aller Media.
What did we do?
The strategy was to use the news and timing to make the campaigns more relevant. A story about fresh snow when the first snow fell or a cottage story towards the weekend. Afterwards, they gathered all the stories in a full screen to bring them to life throughout the campaigns.
- "Creating a display ad as a hub for content is something we haven't seen before and helped to strengthen the overall campaign," says Hellkås.
In addition, alpine legend Kjetil Jansrud joined the team.
- After all, it's controlled driving on winter roads that I've made a career out of," says Kjetil Jansrud.
The results are amazing
- because we managed to make Norwegian drivers more aware of safe winter driving!
- An incredible 350,000 chose to read for an average of over 40 seconds
- As many as 41% of readers became more aware of how to drive on winter roads.
- 4 out of 10 became more aware of safer winter driving!
- A full 6 percentage points increase in knowledge of BMW from an already very high level of 87% in the population.
"It has been an honor to work with so many knowledgeable and creative people at Aller, and not least with Kjetil Jansrud who was our main character."
- Thea Høgh, Marketing Manager at BMW
