When was the last time you did something for the first time? The first experience is usually challenging and the most memorable. Push the green button and turn on the Power for the first time!Feel the new Power in the city. It is a mystery that triggers attention and provokes struggle for reveal. Witness the Power being activated through all possible dimensions: patrolling the city in BMW with the Power Patrol, engaging in interactive Power games in the streets, at airports and in cinema.

According to the Client, the product launch was the most Powerful in the brand history in Russia.60,000 men watched ‘Power Patrol’, which generated 180,000 visits to the website. 37,000 consumers watched product demonstration in cinemas. 13% of the consumers who tried the product in shaving labs made a purchase.