Out-of-home communications agency Posterscope has developed an illuminating outdoor advertising campaign to promote the BMW i3, which is claimed to be the world’s first premium fully electric car.
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Posterscope’s Hyperspace division worked closely with BMW’s creative agency, WCRS, on the attention-grabbing campaign which incorporates ‘Halo’ lighting into customised billboard special builds to create an after-dark glow effect around 2D cut-outs of the i3.
Key parts of the car are separately illuminated to highlight the models hi-tech eco-friendly features and electric inner workings, while a cutting-edge printing technique accentuates the contrast with the backlit skin.
Part of a larger £1m campaign running on across roadside, rail and underground sites in the UK, the advertising also encourages consumers to download a companion mobile app from the App Store, enabling them to take a virtual test drive in the BMW i3.
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