Posterscope has worked with Vizeum to deliver an OOH campaign to promote BMW's first 'premium' electric car, using a halo lighting effect to attract attention. Created by Posterscope's Hyperspace division, the customised billboards use backlighting to create a glow effect around cutouts of BMW's i3 model.

The advertisements, which are part of a ￡1 million campaign for the new vehicle, encourages interactivity by way of a companion mobile 'test drive' app.

"The launch of the BMW i3 is a momentous occasion for the car industry, and we wanted the OOH customisations to reflect this," states Chris Hicks, senior project manager at Posterscope. "The novel printing process really highlights the contrast in the creative. It's a great example of how special build production techniques can cleverly convey the key messages of a campaign."

"We wanted a creative campaign that turned heads, while clearly and simply communicating the core features, pioneering technology and innovative design of the BMW i3," explains Laura Stead, launch and brand manager at BMW. "I’m confident this outdoor campaign will loudly announce to the market the arrival of a car that promises to redefine urban mobility."