BMW Outdoor HEAD UP DISPLAY by TBWA\ Istanbul

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HEAD UP DISPLAY

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Industry Cars
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Turkey
Agency TBWA\ Istanbul
Executive Creative Director Ilkay Gurpinar
Creative Director Evren Dograr
Art Director Kaan Beyhan
Copywriter Ahmet Ozdemir
Account Supervisor Guler Balta, Burcu Ozdemir Kayimtu
Released August 2011

Credits & Description

Category: Digital Outdoor
Advertiser: BMW
Product/Service: BMW
Agency: TBWA\ISTANBUL
Executive Creative Director: Ilkay Gurpinar
Creative Director: Evren Dograr
Copywriter: Ahmet Ozdemir
Art Director: Kaan Beyhan
Account Supervisor: Burcu Ozdemir Kayimtu/Guler Balta
Account Manager: Kaan Ozcoban
Planner: Toygun Yilmazer/Tugyan Celik/Nisan Danisman
Account Manager: Kaan Ozcoban
Planner: Toygun Yilmazer/Tugyan Celik/Nisan Danisman
Other Credits: Ahmet Ozdemir/Media Arts Director

Ambient Execution Description
In order to create awareness for this virtually unknown feature, we came up with an innovative way to have our target market experience the Head-Up Display feature, in their own cars without having to test-drive a BMW.We have manufactured and placed small 3D holographic display boxes on the parking garage barriers of Kanyon, the most upscale shopping mall of Istanbul, where BMW’s target consumers frequent regularly.

From the outside, these boxes look like simple small black boxes. However when someone comes into the line of sight of this box, they can see the 3D animation which appears to be hanging in the air 40 centimeters in front of the box.