标题 | BMW xWalk |
广告公司 | HoC Dubai |
广告战役 | BMW xWalk |
广告主 | BMW |
品牌 | BMW x6 |
首次发布日期 | 2015 / 6 |
行业领域 | 汽车 |
剧情简介 | Brief Explanation BMW currently leads premium automobile brands in the Middle East market. Their target audience consists of consumers with above average income and with an interest in the latest technical innovations. Therefore, they expect a fascination brand like BMW to constantly surprise them in innovative and surprising ways. BMW, on the other hand, is keen to reach out to its audiences in ways that make them experience the brand, with or without product usage. The Brief BMW wanted to achieve two things with this campaign: 1) Promote the new BMW X6 with xDrive - the intelligent all-wheel drive system for smooth driving on rough ground. 2) Get the target group interested in the new car and its innovative technology to encourage test drives and showroom visits. |
问题 | How the final design was conceived Insight: "Going smooth even on rough ground" describes exactly how the BMW xDrive technology feels. If we can let people experience this feeling in a surprising way, we can convince them of the innovation behind the feature. idea: Employ the genius of optical illusion to convey such an experience in a highly convincing manner. And because this is a BMW "X" model, we used the letter "X" as a visual trigger. By mapping 50,000 X's in a brilliant grid of slopes and plains, we managed to convey a "product demo" on 42 square meters of advertising space. Indication of how successful the outcome was in the market The BMW xWalk became the main attraction for some 30,000 visitors in two weeks. During that time, the QR code was scanned 4,451 times, resulting in 830 test drives, which would not have been achieved by a simple print ad. A Facebook video of the installation reached 3,098 Mio users with 651,461 views within 6 days. The campaign won a Silver at the Clio Awards 2015 Design Category . |
媒体类别 | Ambient |
长度 | |
首席创意官 | Alexander Schill |
执行创意总监 | Matthias Harbeck |
客户主管 | Hassan Khatoun |
客户主管 | Ona Linda Johnson |
创意总监 | Moe Jawhar |
创意总监 | Michael Wilk |
创意总监 | Marcell Francke |
创意总监 | Lorenz Langgartner |
创意总监 | Franz Röppischer |
美术指导 | Amin Zeitiouni |
美术指导 | Kostiantyn Liakhov |
文案 | Rohan Vitus Fernandes |
插图画家 | Daniel Uebleis Staudinger |
Strategist | Maximilian Florian Schöngen |
录音室 | German Wahnsinn |
媒介公司 | Zenith Media Middle East |