BMW FLASH-PROJECTION by Serviceplan Hamburg for BMW

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BMW FLASH-PROJECTION

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Industry Cars
Media Direct marketing
Market Germany
Agency Serviceplan Hamburg
Director John Buche
Art Director Veronika Broich, Thomas Ardelt
Copywriter Helmut Huber, Matthias Harbeck, Lorenz Langgartner
Producer Sebastian Eberhard, Christian Schelb, Helmut Hartl
Account Supervisor Markus Koch
Released January 2010

Credits & Description

Category: Ambient Media (Large Scale)
Advertiser: BMW GROUP
Product/Service: BMW S 1000 RR
Agency: SERVICEPLAN
Date of First Appearance: Jan 29 2010 12:00AM
Entrant Company: SERVICEPLAN, Munich, GERMANY
Chief Creative Officer: Alex Schill
Executive Creative Director: Matthias Harbeck
Creative Director: Helmut Huber
Copywriter: Matthias Harbeck, Helmut Huber, Lorenz Langgartner
Art Director: Veronika Broich, Thomas Ardelt
Account Supervisor: Markus Koch
Graphic Design: Heiko Strubel, Stefan Darburger, Franz Röppischer
Production Company: EMBASSY OF DREAMS FILMPRODUKTION GMBH
Producer: Helmut Hartl, Christian Schelb, Sebastian Eberhard
Director: John Buche
Camera: Thomas Kürzl
Sound Design: Supreme Music / Hamburg Maximilian Olowinsky
Offline: Jens Schneider
Sound: m-sound / Munich Robert Miller
Media placement: Film - Cinema - 29.01.2010

Describe the brief/objective of the direct campaign.
The brief we were presented with was to turn potential motorcycle riders into fans of BMW. To achieve that, the brand needed to be presented in a completely new and fascinating way. How? By involving our audience and creating a brand experience that would be as intense as possible.

Explain why the creative execution was relevant to the product or service.
BMW Motorrad stands for top-class sporting performance and progress. It was thus important to appeal to a young target audience, at home with technology, in a completely new way using an original and technical trick. Our main aim was to ensure that the audience felt themselves involved, in order to create a close association with the BMW Motorrad (motorbike) brand.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created the first cinema ad that uses no directly visible logo, but which leaves a lasting impression on our target audience. What we did was to create an ad that showcased the fascination of racing. We installed a harmless photo flash behind the screens of cinema auditoria. Before the flash, we placed a stencil made up of the BMW logo. During the ad, we projected the BMW logo with the flash into the eyes of the spectators. At the end of the ad, when the lead character asked the audience to close their eyes, the BMW logo appeared again as an after-impression.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
BMW Motorrad received lots of positive feedback, consisting mainly of enthusiastic comments posted on a range of motorcycle blogs. Even film critics felt moved to comment on this extraordinary and innovative form of advertising. In addition, several reports were carried on BMW TV, gaining extra attention for the new top model in the BMW Motorrad range. Once the season had kicked off at BMW Motorrad dealers, a lot of young people bought into the event, requesting information about Ruben Xaus (vice world-champion) and his superbike, the S 1000 RR. The S 1000 RR is sold out until September 2010 – a sensational success in a motorcycle market that is otherwise shrinking.