Title | CENTRAL CHIDLOM BILLBOARD |
Brand | BMW THAILAND |
Product / Service | BMW EFFICIENT DYNAMICS |
Category | A03. Best Use of Standard Outdoor |
Entrant | U5/OPPORTUNITYKNOCKS Bangkok, THAILAND |
Entrant Company: | U5/OPPORTUNITYKNOCKS Bangkok, THAILAND |
Advertising Agency: | U5/OPPORTUNITYKNOCKS Bangkok, THAILAND |
Media Agency: | INITIATIVE Bangkok, THAILAND |
Credits |
Name | Company | Position |
---|---|---|
Kornchanok (big) Chidchaisuwan | U5/Opportunityknocks | Creative Director |
Somnyx Vivatmongkhol | U5/Opportunityknocks | Art Director |
Tony Y. Hong | U5/Opportunityknocks | Copywriter |
Temsiri Sujaritchant | U5/Opportunityknocks | Account Director |
Narong Charoenittirat | U5/Opportunityknocks | Account Manager |
Jens Niedzielski | U5/Opportunityknocks | President/Chief Creative Officer |
Paramee Thongcharoen | U5/Opportunityknocks | CEO |
RESULTS: It gave customers and prospects the confidence that BMW is the most innovative and creative automotive brand. Daily sighting: Approx. 350,000.
CREATIVE STRATEGY: The billboard/hoarding is the longest in Bangkok inner city (101 meters). With this grand and innovative media, let's communicate BMW's most innovative feature – BMW EfficientDynamics (diesel range cars). IDEA: With just a single drop of fuel, it produces so much horsepower.
OBJECTIVE: To have prominent visibility to communicate BMW EfficientDynamics (Diesel technology). TARGET AUDIENCE: As one of the highest, and most exclusive, traffic areas in Bangkok, targets are the most promising and relevant. INSIGHT: Due to the high traffic area, which is a two-way street, the billboard is very close to the passing cars (approx. 7-8 meters), and therefore, needs a communication that can be understood from the left and right. The billboard is also a hoarding that covers the construction that takes place behind it, blocking out the unsightly site from the drivers. RELEVANCY: For the client, it's another tool to establish BMW's innovative and leading positioning. For the target audience, it highly reflects the BMW core branding – innovation (engineering).