The BMW magazine, which every BMW customer receives regularly, was the ideal medium for appealing to as many potential buyers as possible. We published a simple, mirror-image (!) ad with the Head-Up Display graphics on the back of the magazine and put this on the dashboards of customer vehicles that were currently in for a service. The advert did the rest, when the customers drove their car home from the service: the perfect demonstration of what it`s like to drive with a BMW Head Up Display.

Customers receiving the BMW magazine could also try the ad by themselves in their cars at home, getting a great impression of the innovative BMW Head Up Display.

The special advertising approach for HuD was one of the numerous measures in the framework of the BMW ConnectedDrive communication in 2014. As a result of ATL and BTL measures, a growth rate of 10% was achieved in the number of BMW Head-Up Displays installed from 2012 to 2013.