For a car that exceeds limits, we created a billboard that exceeds limits. We designed a headline out of half letters. Their reflection on the shiny floor made them complete.

This way we doubled the media space and the attention for free.

We created an ad that illustrated the brand- and product-values: through innovation – one of the most important brand values – BMW manages to achieve more than what seems possible. The billboard exceeded its maximum for a car that exceeds maximums.

We managed to reach the 1,07 million people passing* in a way no normal billboard would have reached them. It triggered much more involvement in perceiving and decoding the message.

Last but not least, we simply doubled the advertising space – which saved us 41,000 Euros of media budget.

* Source: Hamburg Airport, for our publication time between October and December 2010