2015 Winners & Shortlists

Execution

BMW cars in Lebanon are synonymous with raw, unadulterated power. To launch BMW’s end-of-year sales campaign- Fascination Days- during the busiest quarter for automotive advertising, we decided to remind people how “Sheer Driving Pleasure” feels. Given that the target audience was the mass, we decided to focus on a medium that addresses the mass where they actually experience cars: The streets. Hence the focus on Outdoor as a medium. BMW’s signature muffler sound took over some of Beirut’s busiest intersections. We outfitted LED billboards with a component that billboards lacked, sound. Our ROARboards were equipped with 700Watt speakers that blasted BMW’s signature engine rev. And every time the audio turned on, so did the billboards. A first time achievement in Lebanese media history. The ROARboards caught the attention of the passers by and drove more than 300 visitors during the week of the event. BMW witnessed a 30% increase in car reservations during November.