Cannes Lions
DRAFTFCB/LOWE GROUP, Zurich / BMW / 2008
Overview
Entries
Credits
Execution
The existing media (photos, overhead video cameras, PR) gave us basically free channels to distribute the message - every time a competitor entered the water, he also entered a MINI - with a splash.
Outcome
The investment was extremely low. The event organizers were more than happy to give us free reign in exchange for being associated with a well-known brand. While exact sales figures are difficult to measure, the free coverage and PR more than made up for the small investment.
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