The new BMW 1 Series and its advertising concept “Compressed intensity” was brought to the audience of a popular lifestyle blog. Instead of a traditional banner, the blog logotype was turned into a banner itself. In line with the idea of “Compressed intensity” all unnecessary vowels were removed.
The banner was launched in an anonymous teaser phase to create curiosity and positive buzz.
By disruptive use of the blog logotype, we achieved an extremely high click-through rate and buzz in the blogosphere. People actually started writing comments without using any vowels!
Also, take a look at our other work for BMW: