To celebrate its 100-year anniversary in Russia, BMW treated its customers with the first free of charge exclusive drive on the brand new M11 Highway to the city’s main airport. This simple idea led to an unprecedented guerrilla campaign. On social media when competitors’ owners expressed the desire to get the same benefit, BMW responded immediately with a digital idea that engaged them to get a taste of the BMW exclusive driving experience. Social media posts were converted into printable BMW logo-stickers customisable for every premium car manufacturer’s badge. Customers could simply download these stickers, paste them on their car logos camouflaging their own badges and drive through the BMW reserved toll- booth, absolutely free of charge. By doing so they became a free media channel for BMW.

Over 342 000 drivers benefitted from the unique offer.

More than 4 million cars of all the brands saw the unique offer driving M-11.

6% more cars were sold in the declining market vs. the previous period.

More than 70 FREE of charge articles in Internet media, press, TV within 2 days after the project started.

15 million media impressions.

In social media >200,000 organic reach, more than 10,000 interactions.

Brand perception rose among competitors (2016 vs. 2015):

• Aided brand awareness 33% vs. 30%

• Aided advertising awareness 24% vs. 18.7%

• Unaided advertising awareness 38% vs. 29%

Zero budget stickers promotion

Mercedes Benz followed BMW’s innovative example by providing free parking to drivers of Mercedes and other premium brands at Sheremetyevo Airport in December 2016