DDB’s world-first reverse April Fools’ Day joke sees old car swapped for brand new $50k BMW

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Project Joy 1st April 31.03.jpgHave you ever wondered what would happen if something that sounded too good to be true actually turned out to be real – especially on April 1? For one New Zealander, daring to dream big on April Fools’ Day paid off handsomely this morning, when Tiaana Marsh swapped her 15-year old Nissan Avenir for a brand new BMW 1 Series worth almost $50,000.

“BMW is world-renowned as being the maker of the Ultimate Driving Machine, but also as the creator of many memorable April Fool’s Day pranks,” said the Managing Director of BMW Group New Zealand, Nina Englert.

“Here in New Zealand we created a real stir last year when we released details of the BMW ZZZ Series Cot, a fictitious baby sleeping capsule which simulated the noises and g-forces of a road journey, to help lull a baby to sleep. This year’s effort, our most audacious and elaborate yet, is one we’re particularly proud of as we believe this reverse April 1 joke to be a world first, especially giving away a brand new car.”

More than 145,000 copies of the NZ Herald rolled off the press early this morning with what appeared to be a bogus ad printed on the front page, inviting people to bring their car to the Newmarket dealership and swap it for a brand new BMW 1 Series.  The first person to do so, having fulfilled terms and conditions, would be rewarded with the new car.

“BMW has been New Zealand’s most popular premium automotive brand for the past three years in a row, and today’s reverse joke is evidence that people are willing to throw caution to the wind in the quest for a new BMW – even on April 1,” said Ms Englert.

“The ad was intentionally vague and definitely appeared too good to be true, but in this case we wanted to turn the tables and reward the first person who dared to dream big.”

Tiaana’s new BMW features the personalised number plates NOF00L and also comes with a five-year warranty as well as three year scheduled servicing included, plus she will also receive a free BMW Driving Experience course at Hampton Downs.

Says chief creative officer of DDB New Zealand, Damon Stapleton: “We’ve carried on BMW’s April Fools’ Day spirit this year, but have taken it to the next level. It’s always a privilege to work with clients like BMW that are willing to be bold and create the ultimate reverse gag. Tiaana was brave enough to come in, on the off-chance that the prank wasn’t actually a prank and her she was rewarded for being no fool.”