BMW Agency Has Killer Idea, More Than 100 People Die

Bertel Schmitt
by Bertel Schmitt

Sassenbach, BMW’s agency for Mini, had a killer idea: “Adopt a storm! When it hits, it will be all over the news! Free advertising! It costs only €299! How can you lose?” This (or words to that effect) is what the agency told the client.” Then, more than 100 people froze to death.

Germany’s meteorology institute allows the sponsorship of weather systems. The agency paid the €299, called a cold front “Cooper” and boasted on its website that naming the front after the open-air vehicle was a “wind- and weather-proof idea”. Then, the cold front went berserk.

According to the BBC, a freak winter storm deep-froze most of Europe, and “the freezing temperatures have led to at least 100 deaths, mainly in Poland and Ukraine. In Ukraine alone, nearly 950 people are being treated in hospital with hypothermia and frostbite. ”

BMW said it deeply regretted that the weather front had taken on “catastrophic proportions” and claimed so many lives.

Sassenbach quickly removed the page from its website, but the killer storm turned into a PR disaster. Newspapers as far away as Australia report that “Mini has taken a step too far in its attempt to be cool.” We wager that coldhearted BMW will put its business with Sassenbach on ice.

Bertel Schmitt
Bertel Schmitt

Bertel Schmitt comes back to journalism after taking a 35 year break in advertising and marketing. He ran and owned advertising agencies in Duesseldorf, Germany, and New York City. Volkswagen A.G. was Bertel's most important corporate account. Schmitt's advertising and marketing career touched many corners of the industry with a special focus on automotive products and services. Since 2004, he lives in Japan and China with his wife <a href="http://www.tomokoandbertel.com"> Tomoko </a>. Bertel Schmitt is a founding board member of the <a href="http://www.offshoresuperseries.com"> Offshore Super Series </a>, an American offshore powerboat racing organization. He is co-owner of the racing team Typhoon.

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  • Millmech Millmech on Feb 03, 2012

    They were only following orders.

  • Wstarvingteacher Wstarvingteacher on Feb 03, 2012

    I don't speak German but I'm pretty sure BMW are the initials for the pharase: Head Inserted Firmly in Butt.

  • -Cole- -Cole- on Feb 03, 2012

    Don't really see how anyone could anticipate that.

    • CJinSD CJinSD on Feb 03, 2012

      That doesn't surprise me one bit. It was a named weather front. BMW had nothing to benefit unless people talked about it. I don't recall anyone ever mentioning the name of a nice gentle warm front that leads to sunny days and mild temperatures. Storms are destructive by nature. You'd need to be a real big thinker to believe there is an outcome where anyone mentions a named front that does no harm.

  • Wallstreet Wallstreet on Feb 03, 2012

    Whatever happened to "Ultimate" front?

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