Title	BULLETPROOF BROCHURE
Brand	BMW
Product/Service	BMW SECURITY VEHICLES
Category	A05. Automotive
Entrant	SERVICEPLAN GERMANY Munich, GERMANY
Idea Creation	SERVICEPLAN GERMANY Munich, GERMANY
Media Placement	MEDIAPLUS Munich, GERMANY
Production	RABBICORN FILMS Hamburg, GERMANY
Production 2	2WEI MUSIC Hamburg, GERMANY
Production 3	NHB Hamburg, GERMANY
Additional Company	KOLLEKTIV BAUMANN Wattens, AUSTRIA

Name	Company	Position
Alexander Schill	SERVICEPLAN GROUP	Global Chief Creative Officer
Patrick Matthiensen	SERVICEPLAN GERMANY	Creative Managing Director
Leif Johannsen	SERVICEPLAN GERMANY	Creative Managing Director
Michael Schneider	SERVICEPLAN GERMANY	Managing Director
Jochen Lenhard	MEDIAPLUS GERMANY	Managing Partner
Eduard Hoerner	SERVICEPLAN GERMANY	Creative Director Copy
Soen Becker	SERVICEPLAN GERMANY	Creative Director Art
Dennis Schwalenberg	SERVICEPLAN GERMANY	Art Director
Lennard Bahr	SERVICEPLAN GERMANY	Account Manager
Axel Weirowski	Freelance	Director
Florian Banicki	Freelance	Director of Photography
Jan Behrens	Rabbicorn	Executive Producer
Lennart Frohe	Rabbicorn	Producer
Marc Moeller	Freelance	Production Manager
Simon Heeger	2WEI Music	Composer
Tim Tibor	NHB Hamburg	Post Producer
Thomas Baumann	Kollektiv Baumann	Manufacturer
Verena Diefenbach	SERVICEPLAN GERMANY	Management Supervisor
Christian Schiller	SERVICEPLAN GERMANY	Account Director
Valentin Ammon	SERVICEPLAN GERMANY	Photographer
Bernhard Sanders	Buchbinderei Sanders Spezialwerkstaette	Bookbinder
Sven Duncker	Freelance	Editor
Christian Vorlaender	2WEI Music	Composer

Why is this work relevant for Brand Experience & Activation ?

We turned an informal brochure into an experience that proofs the quality of a BMW Security Vehicle. A proof that is certified by the National Firing Proof House.

Background

Our customer BMW Security Vehicles produces armoured vehicles for civilian use. We were commissioned to develop a brochure to promote the models and their security levels. How can we generate enthusiasm for our brochure among the elite target group of business people, diplomats and politicians?

Describe the creative idea

To promote armoured BMW Security Vehicles we created the Bulletproof Brochure. A brochure that you can also wear as a bulletproof vest.

Describe the strategy

Our strategy was to create a brochure that proofs the armoured quality of the BMW Security Vehicles by itself. And not only by the information but also by its function. This way we could not only assert the quality of our client to the elite target group of business people, diplomats and politicians but proof it – already with the brochure.

Describe the execution

We turned safety into a hands-on design element. We tackled the many technical challenges in collaboration with experts from a wide range of different fields. For example, we had to combine aesthetic appeal with functionality and have the National Firing Proof House certify that the vest was bulletproof up to 9 mm bullets, while at the same time ensuring pleasant wear comfort. The very finest Italian cowhide leather from Veneto was sewn by hand to cover several layers of aramid fibre. The safety strap made of polyester has a load capacity of up to 1.5 tons: it is finished in such a way that the brochure is quick and simple to put on and fasten.

List the results

The hand-made brochures were not only highly effective at sales talks, they also became a talking point at the Munich Security Conference.