2013 Los Angeles Auto Show

Broadcast

Outdoor

Signage

Web

PROJECT DETAILS

  • MEDIA: Video, LED Video, Billboards, Banners, Posters, and Web
  • DATE: 2013

OVERVIEW

In Los Angeles, cars are our significant other. And we have the freeways, raceways, high rollers, low riders, imagineers, designers and entrepreneurs to prove it.
We also have the 108-year-young LA Auto Show that continues to reveal whatever’s new and whatever’s next in the car culture.

In 2013, BHI was hired to position the LA Auto Show as the world’s preeminent automotive event.

Drawing on the city’s Hollywood heritage, BHI launched the campaign with an animated movie trailer introduced The Mother of All Shows theme. The trailer revealed a huge car-shaped spacecraft gliding over the LA skyline, then opening its cargo doors to drop dozens of smaller flying cars over the City.

The spot ran on a host of Jumbotron outdoor screens at LA Live, the leading entertainment district in Downtown Los Angeles near the LA Convention Center, which hosts The Show.

The video was complemented by a two week War of the World’s-style radio campaign on English and Spanish stations as well as a heavy concentration of digital and traditional outdoor, pole banners along strategic routes, and bus wraps along key corridors.

The 2013 Mother of All Shows campaign was a hit. It boosted Auto Show attendance 13% from the previous year.