The media objectives were to generate maximum awareness for BMW through the creation a new innovative media. In addition Mediaplus wanted to integrate the new car into the daily traffic to show the 3 series Facelift to the public. Another communication goal was the emphasis of the image of the 3 Series Facelift in specific and the existing brand image in general terms. The key massages: power, dynamic and innovation were to communicate as well. In consideration of the relatively low ad budget, Mediaplus focused on the selection of the biggest and most important towns for BMW in Germany (10 cities) and positioned all together 15 giant posters at central locations with heavy traffic.In order to ensure the visibility of the new media idea Mediaplus decided to deploy the Light Blow ups in the end of the campaign in October to take advantage of top visibility in the darker month (advertising period: September/October 2001). Mediaplus developed a new form of outdoor advertising through the integration of illuminated headlights (original BMW) in the front picture of the BMW 3 Series Facelift. The integration of lights into giant posters was never realised before.

Mediaplus developed the whole communication strategy including TV and press in which the media idea was integrated and was responsible for the selection of the cities and locations and the handling of the whole campaign. The giant posters, which are illuminated by integrated lights (headlights) are an absolut innovation because it was never realised before: A new, innovative form of outdoor advertising, which has been running for the 1st time for BMW (October 2001) or any other brand.In addition the illumination started automatically when getting dark outside e.g. in the afternoon/evening or even thunderstorms.Mediaplus carried over the BMW key massage: powerful presence, dynamic and innovation.

Mediaplus developed a new form of outdoor advertising through the integration of illuminated headlights (original BMW) in the front picture of the BMW 3 Series Facelift. The integration of lights into giant posters was never realised before.

Mediaplus developed the whole communication strategy including TV and press in which the media idea was integrated and was responsible for the selection of the cities and locations and the handling of the whole campaign.