BMW unveils illuminated outdoor ad to promote electric i3 model

The poster is illuminated with a halo effect

To celebrate the launch of the electric BMW i3 automotive company BMW has commissioned an illumination-based outdoor advertising campaign designed to emphasise the sustainable attributes of the car.

Developed by Posterscope’s Hyperspace division, in conjunction with BMW’s creative agency, WCRS, the posters feature a ‘Halo’ lighting technique, incorporated into customised billboards, creating an after-dark glow effect around 2D cut-outs of the i3.

Key parts of the car will be separately illuminated to draw attention to the cars eco-friendly features and electric inner workings. Consumers are encouraged to download the companion mobile app which enables them to take a virtual test drive in the BMW i3.

Laura Stead, launch and 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. In today’s crowded media market, that’s not an easy ask, but 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.”

Senior project manager at Posterscope, Chris Hicks, added: “Eye-catching lighting techniques make the specials stand-out on autumn evenings and the novel printing process really highlights the contrast in the creative. It’s another great example of how special build production techniques can cleverly convey the key messages of a campaign.”

The activity is part of a larger £1m campaign, planned by Vizeum and booked by Posterscope, running across premium JC Decaux out-of-home (OOH) sites across roadside, rail and underground environments nationwide.

Gillian West

Gillian West is The Drum’s social media manager and works to ensure The Drum’s content reaches followers across platforms including Twitter, LinkedIn, Facebook and Instagram in an engaging, relevant and timely manner. Based in Glasgow, she has been actively involved in building The Drum’s Creative Works brand for over three years now and has interviewed major creative figures including Rankin, Peter Souter, Rosie Arnold, Bob Greenberg and Vicki Maguire. During her time at The Drum she has attended events such as Cannes Lions, the Edinburgh International TV Festival, Art Director’s Club Europe, D&AD and more.

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