2018 | Finalist | Best Use of Technology
Advertiser: BMW Brand: BMW Creative Agency: - Credits: -
Car launches have fancy billboards, but are indistinguishable from one another. BMW 5 series launch wanted to penetrate the crowded affluent market, with a screen which stood out, and made heads turn. The challenge was to reimagine technology and instill BMW’s DNA of joy into it, for the launch of the new re-imagined BMW 5 series.
Insight, Strategy and the Idea
It’s a ‘live screen’ generation. Media Agency recommended re-imagining OOH as a screen which delivered joy. ‘My Success – Billboard of Joy’ was conceptualised to interact with the audiences, and more importantly, deliver joy.
A location affluence map was created to zero in on the hero OOH, at Pavilion Mall, which was at the cusp of affluence, high eyeballs and premium locales. A network of ‘lead-in’ locations was activated to drive footfalls to the hero OOH. As the on-ground launch event was happening at Sepang SkyPark, the entire episode was simulcast in real time. Upon launch, the BMW 5 series was unveiled to the audience at the same time, and the screen turned into a Billboard of Joy. The audience could connect to the Billboard of Joy through a mobile app, and were asked one simple question – What drives your success? Their answers and their photos with the new BMW 5 series on display were broadcast real time on screen. Auto fans were left mesmerised and each of them left with a heart full of joy and a soul full of memories, made possible by BMW.
Results and Effectiveness
- An OOH result of 9.8mil total eyeballs.
- 339,999 footfall for 3 days at the main entrance of Pavilion.
- Full housecrowd gathering during the unveiling and on-ground activation.
- We managed to get a total of 413 submissions in just 2 hours of screen interactivity. – Additional RM1,370,331 PR value was generated through event amplification.