We communicated the BMW 7 Series product feature of gesture control one-to-one in the advertisement! This means that we used digital screens with software specifically developed for BMW for gesture control, and enabled passersby to control the content of the screens by moving their hands. Users could select between four feature chapters via a menu, as well as being able to play back an image film.

Users took part in the experience at Munich and Hamburg Airports, at Kaufmannshaus Hamburg, at Sony Center Berlin, and in the VidiboxTour in Stuttgart, Cologne, and Düsseldorf. The features were:

• Laser light – a film explains the benefits and added value of the laser light.

• Lightweight carbon construction – in this menu option, the user can expose the vehicle’s framework using hand gestures and identify the lightweight components.

• Gesture control – in this menu option, the user can accept or decline a call, for example, using the gestures available for selection in the vehicle, or adjust the volume.

• Display key – here the user can park a car or exit a space using gestures via the display key.

• The technological pioneer here is the Real Sense Technology developed by Intel, enabling gesture-controlled communication with digital devices via a 3-D camera capture.

Passerby participation was very high. The screens in public areas became spectator magnets. Countless passersby grappled with the BMW 7 Series’ innovations, took photographs, and discussed and posted the pictures. Tens of thousands of air passengers had the opportunity to encounter the prominently positioned, unique advertising format at Munich and Hamburg Airports.