BMW Russia: Giving Way

BMW Russia, an automotive brand, increased brand awareness in Russia by creating a free toll on a busy highway in Moscow for BMW, and its competitors', customers.

Advertiser: BMWBrand: BMWAgency: FCB MoscowCountry: Russia

Objectives

The brief was to come up with an impactful yet cost-efficient promotional idea for BMW's milestone 100 years anniversary celebrations to emphatically prove to premium automotive customers and especially drivers of competitive cars that BMW is the most innovative brand- BMW not just makes great cars but also provides the most enjoyable and exclusive driving experiences.

Specific objectives:

  1. Increase sales
  2. No specific marketing objectives were stated in the brief.
  3. Increase brand awareness, awareness and favourable sentiment among competitors' owners & uplift BMW's exclusive perception.

Creative work...

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