The Brief: To promote the BMW M3 Coupé with a small budget, but great efficiency. The BMW M3 Coupé is one of the fastest coupés in the world. Its performance really exceeds all expectations.

Our aim was to transport the benefits of the product as well as to get the most out of the medium. In order to do that we used a very special billboard at the Hamburg airport – a 50 x 2m light wall in the middle of the arrivals hall.

Checking the location and realising the shiny, reflecting floor in the rather dark arrivals hall, we came up with the idea to work with the reflection. For a car that knows no boundaries, we created a billboard that doesn’t either. We designed a headline out of a special font: letters, which can be mirrored. Their reflection on the shiny floor made them complete.

Success: We reached the 1,07 million people passing* in a way no normal billboard would have reached them. Furthermore, we simply doubled the media space and the attention – which saved us 41,000 Euros of media budget.

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