We created the first cinema ad that uses no directly visible logo, but which leaves a lasting impression on our target audience. What we did was to create an ad that showcased the fascination of racing. We installed a harmless photo flash behind the screens of cinema auditoria. Before the flash, we placed a stencil made up of the BMW logo. During the ad, we projected the BMW logo with the flash into the eyes of spectators. At the end of the ad, when the lead character asked the audience to close their eyes, the BMW logo appeared again as an after-impression.

BMW Motorrad received lots of positive feedback, consisting mainly of enthusiastic comments posted on a range of motorcycle blogs. Even film critics felt moved to comment on this extraordinary and innovative form of advertising. In addition, several reports were carried on BMW TV, gaining extra attention for the new top model in the BMW Motorrad range.Once the season had kicked off at BMW Motorrad dealers, a lot of young people bought into the event, requesting information about Ruben Xaus (vice world-champion) and his superbike, the S 1000 RR. The S 1000 RR is sold out until September 2010 – a sensational success in a motorcycle market that is otherwise shrinking.