BMW asked Serviceplan from Munich, Germany to develop an idea for the BMW M3 Coupe as they had a very special billboard at the Hamburg airport – a 50x2m light wall in the middle of the arrivals hall.
For a car that exceeds limits, Serviceplan created a billboard that exceeds limits. They designed a headline out of half letters. To complete them they used the reflection on the shiny floor.
They not only managed to double the media space for free and but also doubled the attention for free!
