Media > Use of Media
BIXENON
TBWA HUNT LASCARIS, Johannesburg / BMW / 2003
Awards:
Overview
Credits
Overview
Audience
Although Bixenon technology was not new, the execution’s aim was to create the perception that BMW owned Bixenon. There were two other key benefits which had to be communicated. The first was the fact that Bixenon lights shine wider and further than other lights, thus increasing night vision and safety. The second insight was that the lights do not blind oncoming drivers. The execution of the ad clearly demonstrated these two benefits.
Execution
The implementation of the Bixenon cinema concept was a logistical nightmare, however the media team’s hard work and persistence made it happen. A lighting technician was sourced as the timing of the lights and brightness thereof was key to the commercial’s success. It also required negotiation with the media owner to splice the commercial in and out of the show reels, thus ensuring it coincided with the use of the lighting technician. The media team was instrumental in negotiating costs – something that almost prevented the campaign from happening. Therefore, without the media team, the ad would not have come to fruition.
Idea
The ad takes full advantage of the fact that cinema is larger than life and has a captive audience. It uses the media environment to drive the message home. The key advertising insight was better night vision. This was demonstrated by juxtaposing the darkness of the cinema with the brightness of the lights as the onscreen car approached the audience. The media execution ensured that the key benefits of the product were demonstrated by manipulating the media environment.
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