LONDON (AdAge.com) — BMW Germany is literally getting into consumers’ heads, by burning its logo onto the insides of their eyes.
Using pioneering new “flash projection” technology, BMW is testing a cinema spot in Germany that does not feature a visible logo. Instead, a bright photo flash occurs during the ad, and a few moments later the audience is asked to close its eyes.
At this point, the audience sees an after-image of the brand that has been created by the flash. The letters “BMW” appear before them, in the same way that you might see a bright spot if you had been looking at the sun and then closed your eyes.
The flash projection spot was filmed in English, and BMW plans to show it in other markets after the German trial, but has not yet decided where.
The black-and-white ad, for the car’s motorbike division, Motorrad, stars BMW motorcycle racing driver Ruben Xaus, who came second in the world Superbike championships this year.
Continues at: Advertising: BMW Germany Logo Appears in Cinemagoers’ Eyes – Global News – Advertising Age.
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