Cannes Lions

BI-XENON LIGHTS

TBWA\HUNT\LASCARIS, Johannesburg / BMW / 2004

Awards:

2 Shortlisted Cannes Lions
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Overview

Description

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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