Finding a parking space takes a long time. BMW has been simplifying the search for parking spaces with the On-Street Parking Information digital service, which uses data to locate empty parking spaces. The idea was to support the campaign with a creative highlight: in real time on a digital billboard.
Everyone’s aware of just how time-consuming and frustrating it can be to find a parking space. Parking spaces are in extremely rare especially in larger cities and can only be found through pure luck.
Since spring 2017, BMW has been simplifying the search for parking spaces in ten conurbations, using a function which will initially be available in the new BMW 5 Series and gradually incorporated into just about every other current model: On-Street Parking Information.
Up until now, the ConnectedDrive service available in the Professional navigation system has offered the well-known Real Time Traffic Information (RTTI) function, which will now be complemented by the On-Street Parking Information feature.
This digital service uses stored and current data to locate empty parking spaces along the edge of the street. The probability of finding an empty parking space at the destination is shown to the driver with markings on the navigation map on the display. Recently vacated parking spaces are also shown on the map. The On-Street Parking Information is available for Munich, Berlin, Hamburg, Cologne, Düsseldorf, Frankfurt and Stuttgart, as well as for Nuremberg, Bremen and Hanover.
BMW’s new On-Street Parking Information feature has been and is now being vigorously advertised through the official, wide-reaching campaigns for the new BMW 5 Series, ‘Conquering the digital world’.
The idea was to support the classic campaign with a creative highlight. Our approach was to advertise this feature specifically where it offers the most benefit: namely in the traffic and parking space chaos of the city centre.
The challenge we faced was developing the technology to make it feasible.
That’s because, rather than working with a screenshot of the feature, we wanted to incorporate live images that would convey the actual current parking space situation in the area.
And we wanted to display this unique content LIVE on a digital billboard in the city centre, allowing all drivers the opportunity to benefit from this special feature that’s otherwise only available to drivers of the BMW 5 Series (G30/31).
Technical implementation of this campaign highlight wasn’t easy. It was only through a lot of work on the part of the customer, the agencies and the marketer of the digital space that we were able to implement the idea at the same time as the ongoing BMW 5 Series campaign.
For the first time, live images directly related to the driver’s location were displayed in real time on a digital billboard.
We made the new On-Street Parking Information feature available to all Berlin drivers at a high-traffic junction and thus provided them with live information about the current parking situation in their direct vicinity on a digital billboard.
In just a few seconds, drivers passing by were able to see exactly where the closest empty parking spaces were.