The BMW Animal Detecting Billboards

BRAND BMW / MADE BY Demner Merlicek & Bergmann

BMW has found a great issue to solve with “The Animal Detecting Billboards”. The billboards were temporally installed on roadways at dangerous wildlife crossing areas in the spring, which is the most likely time for road kill accidents to happen. Combining LED Billboards, BMW Night Vision technology and the data generated from prior road kill accidents made it possible to run an outdoor campaign which let drivers experience the benefits of BMW’s safety system right there where it was most relevant while driving on the road at the most dangerous time. It seems like an impactful idea and we hope they’ll roll this out as a permanent effort rather than a short-term marketing gimmick.



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Thomas Kolster

Mr. Goodvertising, Speaker, Author, Inspirational Leader and Critic – a man on a mission advocating for the power of communication as a driver of sustainable change