| Title | MOVING BILLBOARD |
| Brand | BMW GROUP BELUX |
| Product/Service | BMW GROUP BELUX |
| Category |
B03. Use of Outdoor |
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Entrant
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AIR PARTNER OF MCCANN Brussels, BELGIUM
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Idea Creation
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AIR PARTNER OF MCCANN Brussels, BELGIUM
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Credits
| Eric Hollander |
Air Partner of McCann |
Executive Creative Director |
| Dieter De Ridder |
Air Partner of McCann |
Creative Director |
| Joeri Van Den Broeck |
Air Partner of McCann |
Creative Director |
| Steven Janssens |
Air Partner of McCann |
Associate Creative Director |
| Ramin Afshar |
Air Partner of McCann |
Creative |
| Ruben Van Maldeghem |
Air Partner of McCann |
Creative |
| Marlies Neudt |
Air Partner of McCann |
Agency Producer |
| Bérengère Lurquin |
Air Partner of McCann |
Agency Producer |
| Thomas Verdeyen |
Rapid Media |
Managing Director |
| Joris Biesemans |
BMW Belux |
Business Development Manager Aftersales |
| Inez De Pooter |
Air Partner of McCann |
Business Unit Director |
| Raisa Vanvoorden |
Air Partner of McCann |
Account Manager |
The Campaign
In winter your braking distance increases. That’s why we installed an outdoor billboard next to a traffic light on a busy crossroad in Brussels. The billboard looked like a traditional billboard but when drivers stopped in front of the red light, the billboard started sliding backwards. It stopped 10 meters behind the red light. Message: In winter you would only have stopped here. Order your winter tyres now.’ This way we didn’t only tell but actually showed Belgian drivers that winter conditions increase your braking distance.
Creative Execution
‘The Moving Billboard’ was a live stunt that resulted in an online movie, bannering and pre-rolls.
As the campaign went live on 27/10, it’s too early to get any results.
We wanted to reach the people when they were in their car. That’s why we used a billboard next to a traffic light to catch the attention of drivers who were waiting in front of the red light.
Insights, Strategy and the Idea
We targeted all Belgian drivers, especially BMW-drivers. During 4 days ‘The Moving Billboard’ surprised thousands of drivers in Brussels. An aftermovie was sent to all BMW-drivers in Belgium and was seeded online.