BMW is celebrating the launch of its fully electric car – the BMW i3 – with an innovative illumination-based outdoor advertising campaign, designed to emphasise the visionary and sustainable attributes of the vehicle.
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Developed by Posterscope’s Hyperspace division, in close collaboration with BMW’s creative agency, WCRS, the campaign uses a sophisticated ‘Halo’ lighting technique, incorporated into customised billboard special builds, to create an after-dark glow effect around 2D cut-outs of the i3 (shown above).
Key parts of the car are separately illuminated to highlight its hi-tech eco-friendly features and electric inner workings, while a cutting-edge printing technique enhances consumer impact by accentuating the contrast with the backlit skin.
The advertising, also shown along JCDecaux’s Cromwell Gateway (shown below) also encourages consumers to download a companion mobile app from the App Store, enabling them to take a virtual test drive in the BMW i3.
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This activity is part of a larger GBP 1 million campaign, planned by Vizeum and booked by Posterscope, and will run on JCDecaux premium out-of-home (OOH) sites across roadside, rail and underground environments throughout the UK.