The upcoming BMW i vehicles are very futuristic looking. But amazingly, they‚ll be seen on the road as soon as late 2013. With the BMW i Born Electric Tour making its stop in New York City, we wanted to create an innovative way to create awareness of BMW i, drive people inside the event and reinforce the message that the future is closer than you think. We turned a street-level window at the event location into a digital reflection of passing traffic, transforming the passing cars into BMW i3s and i8s to give passersby a glimpse into the near future. Real BMW i vehicles could be seen inside.

Launch the campaign
Published
July 2013
Topics

The Story

The upcoming BMW i vehicles are very futuristic looking. But amazingly, they‚ll be seen on the road as soon as late 2013. With the BMW i Born Electric Tour making its stop in New York City, we wanted to create an innovative way to create awareness of BMW i, drive people inside the event and reinforce the message that the future is closer than you think. We turned a street-level window at the event location into a digital reflection of passing traffic, transforming the passing cars into BMW i3s and i8s to give passersby a glimpse into the near future. Real BMW i vehicles could be seen inside.

We began with the idea of turning live traffic into BMW i vehicles in a window‚s reflection. The challenge revolved around creating that illusion. Using a learned background ensured the reflection of Bryant Park across the street matched the number of leaves left on the trees, the holiday vendors, etc. Then, using blob-detection technology, we transformed vehicles and matched their speed and behavior with BMW i vehicles. Adding to the realism, we also detected yellow vehicles and projected them as passing taxis. This enhanced the one-to-one relationship of live traffic and projected vehicles.

The Technology

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    Display

    Display

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    Web/Apps

    Open GL

The Results

The window reflection‚s ability to mirror passing cars was a key part of the illusion — without it, the idea would not have been clear to passersby. During its live dates, November 9-17, we digitally transformed 307,065 passing cars and tracked 335,548 people walking directly by the window. In addition, it created greater awareness through a YouTube video (over 250,000 views in a week) and press coverage, including articles by PSFK.com, MediaPost.com and Creativity-Online.com. It proved to be advertising that was as innovative as the vehicles it promoted.

15

number of total miles run by the PM to launch site after hurricane shut down mass transit

1

number of freak noreaster storms hitting the city after a hurricane and days before launch

3

number of 40,000-lumen Barco projectors available in the U.S.

Launch Date 12 November 2012