“This is your captain speaking. If you’ll look out the right side of the airplane, you’ll see the biggest advertising poster in the world.”
Passengers flying into Frankfurt airport during the 66th International Motor Show might have heard something like that announcement coming over the cabin speakers. BMW obviously believes its biggest sedan, which launched at BMW’s most important international auto show, deserves the biggest advertising.
That’s what the new BMW 7 Series got as BMW unveiled the world’s largest car poster at the Frankfurt airport to let airline passengers and business travelers know what to expect if they are flying in for the 2015 Frankfurt International Auto Show.
The poster celebrating the campaign launch of the new BMW 7 Series is 206 meters wide and 146 meters long and remained in place for the duration of the Frankfurt auto show which ended last week. Passengers landing on Frankfurt’s runway 25-Right should have been able to see the poster while on approach.
The 30,000 square meter poster had to meet myriad approvals from local, regional, and national government authorities and administrative offices. The huge poster was made up of 100 individual prints that were joined together onsite on the grass next to the airport. It was designed to maintain its shape without damaging local plant or animal life.
Rather than a picture of the entire car, the design was a teaser showing the kidney grilles, which are immediately recognizable as a BMW design feature. On the new 7 Series, the grilles are equipped with an active air flap control. Rotatable flaps behind the grilles open automatically depending on the cooling requirements of the engine.
“The new BMW 7 Series is the most innovative sedan in the luxury car class,” explained Stefanie Wurst, Director of Marketing BMW Germany. “This and its importance for the BMW brand, we wanted to underscore with this great and innovative advertising medium."
That’s one of the things we like about BMW—how it thinks outside the box. Or in this case, outside the airplane.—Scott Blazey
[Photos courtesy of BMW AG.]
