Frankfurt am Main. 146 metres long and 206 metres wide: BMW Germany unveiled the world’s largest giant poster for the new BMW 7 Series launch campaign. The airfield poster is located in the direct line of sight for planes approaching Frankfurt Airport’s north-western runway. From 14 – 27 September 2015, air passengers and visitors to the 2015 International Motor Show (IAA) will already catch a glimpse of the BMW show highlight from the plane.
With a surface area of more than 30,000 square metres the airfield poster is not only the largest poster in the world currently, but also sets new standards for out-of-home campaigns: The initiative was realised in close cooperation with a large number of regional and transregional agencies and departments, as well as local communities and citizens. An innovative assembly technology able to withstand strong winds, without damaging animal and plant life, is being used for the first time. The poster consists of 100 individual prints, which were fitted together on site on a field adjoining Frankfurt Airport.
As a teaser for the Motor Show, the motif shows the characteristic double-kidney grille of the new BMW 7 Series – featuring active air flap control, which automatically opens and closes the rotatable flaps behind the grille to meet the engine’s cooling requirements.
This unusual marketing initiative kicks off the launch campaign for the new BMW 7 Series. The latest BMW flagship sets new standards for contemporary luxury and ground-breaking innovation – a vision that also serves as the guiding principle for the whole launch campaign.
“The new BMW 7 Series is the most innovative sedan in the automotive luxury class,” according to Stefanie Wurst, head of Marketing BMW Germany: “We want to underline this and emphasise the car’s importance to the BMW brand with this large-format, innovative form of advertising.”
Mediaplus is the media agency responsible for the marketing campaign. Heye GRID developed the creative concept; ICHI BAN AG handled large-format communications.