ANIMAL DETECTING BILLBOARDS
| Title | ANIMAL DETECTING BILLBOARDS |
| Brand | BMW GROUP AUSTRIA |
| Product/Service | BMW NIGHT VISION SYSTEM |
| Category |
B01. Use of Screens |
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Entrant
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DEMNER, MERLICEK & BERGMANN Vienna, AUSTRIA
|
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Idea Creation
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DEMNER, MERLICEK & BERGMANN Vienna, AUSTRIA
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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 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.
During the runtime not a single accident has occurred in the areas covered by the Animal Protecting Billboards.
During the runtime not a single accident has occurred in the areas covered by the Animal Protecting Billboards.
The Animal Detecting Billboards were temporally installed on roadways at dangerous wildlife crossing areas in the spring, which is the most likely time for road kill accidents to happen.
Combining LED Billboards, BMW Night Vision technology and the data generated from prior road kill accidents made it possible to run an outdoor campaign which let drivers experience the benefits of BMW’s safety system right there where it was most relevant – while driving on the road at the most dangerous time.
Insights, Strategy and the Idea
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.