Armed with a limited budget, ZDF chose a new form of communication to generate a high level of attention and, at the same time, strike the right tonality for the film. Based on Batman’s “Bat Gadgets”, e.g. the Batrope, Batarang or Batmobile, a team of modellers built a construction that not only fit the look and feel of the Batman films. Never seen before, the device baffled and astounded witnesses with its mechanics.

Impressed by the spectacle, many passengers quickly pulled out their mobile phone cameras and documented the form of advertising. The photo and video footage distributed throughout the Web not only ensured a positive brand image for ZDF; it also posted when the film would be broadcast. On top of that, the campaign was widely covered and discussed in blogs and forums.