Antwerp Central station is being transformed into a veritable 3D animation stage for a fortnight. BMW and Bauer Media Outdoor have installed a double-sided LED screen measuring no less than 100 square metres in the station concourse, the setting for an animation of the electric BMW i4.

This is the first time a 3D screen of this size has been used in Belgium. A big first for Belgian market leader BMW at the start of the Brussels Motor Show, and a nice teaser for those getting off the train from Antwerp to the Show.

"'The pleasure of driving' is BMW's slogan and this action is the perfect answer to how to convey this emotion via an impactful medium such as OOH," explains Georges Pagalis, Media & Digital Performance Manager at BMW Belux.

"Always up for it when it comes to pushing the boundaries of creativity, we are proud to unveil this Giant 3D Screen as a Belgian premiere. This totally innovative campaign with BMW invites the public to a 100% immersive experience. The Motor Show is of course the ideal time for such a launch." adds Gaël Nyssens, Head of Urban Media at Bauer Media Outdoor.

The campaign runs until 26 January and is the result of a collaboration between BMW, Initiative, Rapport, Urban Media & Bauer Media Outdoor.