As part of their ‘Joy Campaign’ BMW has taken ambient OOH to a new level with Asia’s first 3D interactive billboard projection at Suntec City in Singapore, reported DigitalBuzzBlog.

Occurring over two nights and utilising the façade of two buildings as two large screens, a short video clip was projected onto the buildings to a large reactive crowd. The purpose of the campaign was not just to create awareness of the brand, but also to capture the excitement of the event and use social media to spread the idea.

The video clip, currently circulating virally, doesn’t solely show the projected billboards, but also incorporates the reactions of the crowd at the event. BMW hope to increase the awareness of the Joy Campaign through peer-to-peer endorsement rather than paid media.