Using pioneering new “flash projection” technology, BMW is testing a new 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. In the same way that you might see a bright spot if you had been looking at the sum and then closed your eyes, that is how the logo will appear.
A BMW spokeswoman said, “We literally got inside of people’s heads, involving them instead of boring them and generating a more intensive connection to our target group. Our brand should be innovative, emotional, and dynamic.” BMW plans to show it in other markets after the German trial but has not yet decided where.
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