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BMW i zabawy umysłem

W swoich reklamach BMW posługuje się różnymi wybiegami. Promuje stunt (reklamy z Pfeifferem na dachu budynku BMW), wojuje z konkurencją (sushi w ksztacie logo japońskich konkurentów lub reklamy z symbolami japonii), fotografuje motocykle z modelkami i przeprowadza absurdalne testy rodem z Jasia fasoli.

Tym razem BMW zabawiło się umysłem niewielkiej grupy osób specjalnie wybranych do tego zadania stosując prosta psychofizyczną sztuczkę. Nie jest to bynajmniej reklama podprogowa, która była stosowana przez właścicieli kin w USA lat 50' XX wieku na polecenie producentów popcornu i koncernu Pepsi Cola i została zakazana (Wtedy podczas projekcji filmu w taśme z filmem co jakiś czas wklejano jedną klatkę z wizerunkiem paczki popcornu i kubka z napojem, co powodowało że widzom podświadomie szybciej chciało się pić i jeść).

Zabieg stosowany przez BMW polega na podobnej sztuczce, nie jest jednak typową reklamą podprogową. Nie powoduje podświadomych myśli o BMW, a jedynie wykorzystuje specyficzną reakcję oka ludzkiego na zewnętrzne naświetlanie. BMW wykorzystało błysk flesza przez szablon w kształcie liter BMW ustawiony tuż za ekranem naprzeciwko widzów. Sztuczka prosta, ale robiąca wrażenie. Zwłaszcza, że widzowie zwyczajnie oglądający spot z Rubenem Xausem nie mieli prawa niczego podejrzewać. Ciekawe na ile skuteczna i ile z badanych osób zaraz po projekcji poszło do salonu BMW zamówić sobie S1000RR?



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