The Isetta is a symbol of the BMW Museum in a number of ways. It is inextricably linked to the success story behind the brand. The Isetta is known and loved by almost everybody; so what could have been more logical than to place this model at the heart of a campaign to extend an invitation to the citizens of Munich and make the BMW Museum a popular subject of conversation? On top of the guerrilla activity the campaign also featured an ongoing print, cinema, online and an outdoor presence, including Edgar Cards etc.

Comprehensive reporting activity ensured that almost 1.5 million contacts were generated. The micro-site attracted almost 60,000 site hits and well over 250,000 page visits. As a result the visitor figures rose to levels similar to those achieved just after the BMW Museum was opened.