A traditional print ad does not do justice for the new BMW Ultra Dynamic Reverse Parking Sensors featured in the most recent models, so we brought the sensors to the ad itself.

We were informed by the different newspapers about the ad that was to be placed in the page that immediately followed ours, enabling our print ads to automatically detect what was right behind the BMW simulating how the real sensors actually work.

The reverse sensors campaign increased the incoming calls to the BMW dealers by 45% compared with the average number of calls received with a regular BMW ad.After the campaign, technology became one of the most associated attributes to the brand.