Title	THE ALL NEW BMW 7 SERIES
Brand	BMW
Product/Service	BMW 7 SERIES
Category	B01. Use of Screens
Entrant	MEDIAPLUS Munich, GERMANY
Idea Creation	HEYE Munich, GERMANY
Media Placement	MEDIAPLUS Munich, GERMANY

Name	Company	Position
Alexander Schill	Serviceplan	Chief Creative Officer
Thoralf Engeler	Mediaplus	Media Director
Wolfgang Bauersachs	Mediaplus	Unit Director Media
Tina an der Brügge	Mediaplus	Mediaplanning
Christopher Grouls	Heye GmbH	Creative Director
Christoph Obermeier	Heye GmbH	Creative Director
Jörg Rad	Heye GmbH	Creative Director
Michael Lux	Heye GmbH	Art Director
Simon Rottler	Heye GmbH	Art Director
Benjamin Lüttgen	Heye GmbH	Text/Copywriter

The Campaign

We communicated the BMW 7 Series product feature of gesture control one-to-one in the advertisement! This means that we used digital screens with software specifically developed for BMW for gesture control, and enabled passersby to control the content of the screens by moving their hands. Users could select between four feature chapters via a menu, as well as being able to play back an image film.

Creative Execution

Users took part in the experience at Munich and Hamburg Airports, at Kaufmannshaus Hamburg, at Sony Center Berlin, and in the VidiboxTour in Stuttgart, Cologne, and Düsseldorf. The technological pioneer here is the Real Sense Technology developed by Intel, enabling gesture-controlled communication with digital devices via a 3-D camera capture. The features were: • Laser light – a film explains the benefits and added value of the laser light. • Lightweight carbon construction – in this menu option, the user can expose the vehicle’s framework using hand gestures and identify the lightweight components. • Gesture control – in this menu option, the user can accept or decline a call, for example, using the gestures available for selection in the vehicle, or adjust the volume. • Display key – here the user can park a car or exit a space using gestures via the display key.

Passerby participation was very high. The screens in public areas became spectator magnets. Countless passersby grappled with the BMW 7 Series’ innovations, took photographs, and discussed and posted the pictures, like the cinema vistors did it. Tens of thousands of air passengers had the opportunity to encounter the prominently positioned, unique advertising format at different Airports.

- A technologically complex installation with the featured product technology directly reflected in the media display itself. - Groundbreaking, highly interactive, intelligent and engaging, the event was a beacon of attention in the public sphere. - State of the Art Technology meets Out of Home Media. - A new benchmark in technology-driven media for the automotive sector.

Insights, Strategy and the Idea

In the process, passersby and air passengers navigated the elaborately animated product features of the new BMW 7 Series with hand gestures, and were therefore able to experience the innovative demands and intuitive handling interactively. In order to motivate users to try out the experience, they got a surprise right at the start: as soon as a user entered the camera’s field of coverage, his/her face was shown in abstract form within the experience. Users could play with their abstract image and familiarize themselves with the camera’s image capture.