Cannes Lions
TBWA\HUNT\LASCARIS, Johannesburg / BMW / 2004
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Although Bi-Xenon was not new, we wanted to ensure that BMW owned it by communicating its benefits in a very innovative and memorable way. Therefore we used specific interactive media such as cinema, print and the Internet to clearly demonstrate the benefits of Bi-Xenon to the target market. Our selection of the target market was quite broad as we wanted to reach all motorist and specifically enthusiasts.
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