Objective Campaign :
Promote BMW X1 around Tomorrowland univers
Media Characteristics :
Magical podium in the univers of Tomorrowland Zaventem Airport
Vegetation on backlights
Butterfly on podium
Reason best Practice :
Traffic to their stand “Magical Forest BMW” at Tomorrowland
Eye-catching - High memory level - International target
This is a campaign that highlights innovative and impactful OOH solutions with an environmental and societal dimension that promotes a virtuous use of the media.
BMW adapted his location on the airport during the summer in function of the well know international summerfestival Tomorrowland .... a magical forest was placed around the BMW
The 3 backlights (2 x 38m² and 1 x 100m²) also received a new, colourful and dreamlike visual to create a fairy-tale like environment.
It was the way BMW wanted to welcome international and also create a link to their magical forest stand on the festival itself.
It’s eye catching, makes you dream and it gives the brand a very positive image.