BMW asked advertising agency 'Serviceplan' in Munich to create a clever BMW advertisement for its new M3 coupe. Sure enough, Serviceplan came up with an ad that not only exceeded expectations, but also doubled its exposure.
The agency printed out half letters and pasted them in the Arrivals terminal at Hamburg Airport, where the passersby could be visually blown away with the ad's reflection on the floor.
BMW's premise is to continuously be the best and to promote its quality by "exceeding maximum." By doubling up the space using reflection, the ads double consumer attention. Thus, this BMW advertisement is definitely innovative and smart.
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