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BMW celebrated the launch of the world’s first premium fully electric car, the BMW i3, with an Outdoor advertising campaign with JCDecaux, designed to emphasise the visionary and sustainable attributes of the vehicle.

The campaign utilised a lighting technique incorporated into the customised billboard specials to create an ‘after-dark’ glow effect around the 2D cut-out of the i3. The creative also encouraged consumers to download a companion mobile app, which enabled them to take a virtual test drive in the BMW i3.

Laura Stead, Launch & Brand Manager, Marketing Communications at BMW, said: “We wanted a creative campaign that turned heads, while clearly and simply communicating the core features, pioneering technology and innovative design of the BMW i3. I’m confident this Outdoor campaign will loudly announce to the market the arrival of a car that promises to redefine urban mobility and revolutionise the way people drive.”

Chris Hicks, Senior Project Manager at Posterscope, said: “The launch of the BMW i3 is a momentous occasion for the car industry and we wanted the OOH customisations to reflect this. Eye-catching lighting techniques make the special builds stand-out on autumn evenings and the novel printing process really highlights the contrast in the creative.”

The activity was part of a larger campaign planned and booked by Vizeum and Posterscope, and ran on JCDecaux’s premium out-of-home sites, including The Cromwell Road Digital Gateway, Transvision screens nationwide and the Euston Immersion Zone.

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Published in Rail, Creative Solutions, Cities