CENTRAL CHIDLOM BILLBOARD

TitleCENTRAL CHIDLOM BILLBOARD
ClientBMW THAILAND
Product/ServiceBMW EFFICIENT DYNAMICS
CategoryA03. Best Use of Standard Outdoor
EntrantU5/OPPORTUNITYKNOCKS Bangkok, THAILAND
Entrant Company:U5/OPPORTUNITYKNOCKS Bangkok, THAILAND
Advertising Agency:U5/OPPORTUNITYKNOCKS Bangkok, THAILAND
Media Agency:INITIATIVE Bangkok, THAILAND

Credits

Results and Effectiveness

RESULTS: It gave customers and prospects the confidence that BMW is the most innovative and creative automotive brand. Daily sighting: Approx. 350,000.

Creative Execution

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.

Insights, Strategy and the Idea

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).

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