ANIMAL DETECTING BILLBOARDS
| Title | ANIMAL DETECTING BILLBOARDS |
| Brand | BMW GROUP AUSTRIA |
| Product/Service | BMW NIGHT VISION SYSTEM |
| Category |
A04. Data Visualisation |
|
Entrant
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DEMNER, MERLICEK & BERGMANN Vienna, AUSTRIA
|
|
Idea Creation
|
DEMNER, MERLICEK & BERGMANN Vienna, AUSTRIA
|
Credits
| Dushan Drakalski |
Demner, Merlicek & Bergmann |
Executive Creative Director |
| Alistair Thompson |
Demner, Merlicek & Bergmann |
Creative Director |
| Lukas Hueter |
Demner, Merlicek & Bergmann |
Art Director |
| Sebastian Hofer |
Demner, Merlicek & Bergmann |
Art Director |
| Alistair Thompson |
Demner, Merlicek & Bergmann |
Copywriter |
| Daniel Kovacs |
Demner, Merlicek & Bergmann |
Copywriter |
| Michael Wyhnal |
Demner, Merlicek & Bergmann |
Copywriter |
| Christin Herrnberger |
Demner, Merlicek & Bergmann |
Client Service Director |
| Julia Dragosits |
Demner, Merlicek & Bergmann |
Account Manager |
| Marcello Demner |
x |
Producer |
| Sandra Gloning |
x |
Production Assistant |
| Juergen Hackl |
x |
Director |
| Vienna Sound Vienna Light |
Vienna Sound Vienna Light |
LED-Media |
| fm studio |
fm studio |
Production Company |
The Campaign
We wanted to bring safety to every road user and show them the advantages of BMW technology. The core target group were people considering a new purchase of a premium car.
The analysis of data from wildlife crossing accidents made it possible to indentify the most dangerous areas in Austria and come up with a precise media placement strategy.
LED Screens were not available at any of the identified animal crossing areas, so the Animal Detecting Billboards were installed temporally.
The 61 billboards started to cover the areas for 6 weeks, beginning on the 21st of March, 2016, the first day of spring. During the runtime each and every driver could experience the benefits of BMW´s safety technology.
During the runtime not a single accident has occurred in the areas covered by the Animal Protecting Billboards.
The analysis of data from wildlife crossing accidents made it possible to indentify the most dangerous road sections in Austria and come up with a precise media placement strategy, which resulted in implementing a new road safety system.
Through the analysis of wildlife crossing accidents from the past years, we could identify not only the most risky road sections but also the most likely times for road kill accidents to happen.