ANIMAL DETECTING BILLBOARDS
| Title | ANIMAL DETECTING BILLBOARDS |
| Brand | BMW GROUP AUSTRIA |
| Product/Service | BMW NIGHT VISION SYSTEM |
| Category |
B05. Use of Print or Outdoor |
|
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 |
| Daniel Kovacs |
Demner, Merlicek & Bergmann |
Copywriter |
| Marcello Demner |
x |
Producer |
| Sandra Gloning |
x |
Production Assistant |
| Juergen Hackl |
x |
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 |
| Michael Wyhnal |
Demner, Merlicek & Bergmann |
Copywriter |
| Christin Herrnberger |
Demner, Merlicek & Bergmann |
Client Service Director |
| Julia Dragosits |
Demner, Merlicek & Bergmann |
Account Manager |
| Vienna Sound Vienna Light |
Vienna Sound Vienna Light |
LED-Media |
| fm studio |
fm studio |
Production Company |
The Campaign
We installed LED Billboards on Austria´s most critical road kill areas and implemented the BMW Night Vision system.
The Animal Detecting Billboards can spot people and animals at night up to a distance of 300m. As soon as the remote infrared system and it´s thermal camera detected animals, such as deer, cows, rabbits or wild boars, a bright warning appeared on the billboards instantly.
After the animal moved out of the sensor field, the billboards switched to normal, showing a Night Vision live feed of the road.
Creative Execution
LED Screens were not available at any the identified known 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.
Results
During the runtime not a single accident has occurred in the areas covered by the Animal Protecting Billboards.
The Animal Detecting Billboards made it possible for every road participant to experience the benefits of BMW´s innovative Night Vision technology directly in their own car.
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.