Brief: Turn young potential motorbiker into fans of BMW Motorrad. By staging the brand in an unseen, really fascinating way. Solution: The first cinema commercial that doesn't use a directly visible logo. During an exciting Superbike commercial we illuminated the BMW logo with a harmless photo flash onto the audience`s eyes. When the audience was asked to close their eyes at the end of the ad, they were surprised to see the BMW logo as an afterimage. BMW literally got inside people's heads '" involving them instead of boring them. Result: People who visited the movie shows were fascinated by this innovative performance. BMW Motorrad got a lot of positive feedback, especially excited comments in various biker blogs. Even film critics wrote about the event in their reviews. And of course there were several reports on BMW TV. At the pre-season opening at BMW Motorrad dealers a significant number of younger people referred to the event and asked for information material about Ruben Xaus and his Superbike. the BMW S 1000 RR. The S 1000 RR is sold out until September 201 O. A huge success inmidst a declining bike-market. A success BMW Motorrad never believed in before the start of the campaign.
Advertising Agency: Serviceplan, Munich, Germany Executive Creative Director: Matthias Harbeck Chief Executive Creative Director: Alex Schill Creative Directors: Matthias Harbeck, Helmut Huber Copywriters: Matthias Harbeck, Helmut Huber, Lorenz Langgartner Art Directors: Veronika Broich, Thomas Ardelt Production Company: Embassy Of Dreams Filmproduktion, Munich Film Director: John Buche Production Company Producers: Helmut Hartl, Christian Schelb, Sebastian Eberhardvia www.ibelieveinadv.com