BMW Promo, Case study BMW MUSEUM GREETS MUNICH by 19:13

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Industry Cars, Museums & Libraries
Media Promo & PR, Case study
Market Germany
Agency 19:13
Director Florian Seidel
Released July 2009

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: BMW MUSEUM
Product/Service: BMW MUSEUM
Agency: 19:13
Date of First Appearance: Jul 23 2009 12:00AM
Entrant Company: 19:13, Munich, GERMANY
Entry URL:
Executive Creative Director: Michael Meyer (19:13 Werbeagentur)
Account Director: Virginie Briand (19:13 Werbeagentur)
Art Director: Matthias Grotter (19:13 Werbeagentur)
Director/Executive Producer: Florian Seidel (Studio Seidel)
Producer: Kathrin Chong (Studio Seidel)
Post Producer: Jacub Moravek (Studio Seidel)
Editor: Simon Gstöttmayr
Poduction Assistant: Gordon Schirmer (Studio Seidel)
Web Developer: Axel Schildt (Okapi)
Media placement: Cinema Spot - Several Cinemas In Munich - 23/07/2009
Media placement: Ambient - Guerilla Promotion In Munich - 23/07/2009

Results and Effectiveness
Comprehensive reporting activity ensured that almost 1.5 million contacts were generated. The microsite 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.

Creative Execution
To mark its birthday, 7,500 Isettas were spread out all over Munich for the people of Munich to encounter on their way to work, in the city, and in many other places besides. This activity was backed by the Munich radio station Charivari, who cooperated with BMW Museum to promote a special competition with prizes. Over a period of eight hours a specially coded Isettas was discovered every hour. The individuals who found the cars won a weekend trip to Lake Tegernsee with an Isetta. Of the 7,500 Isettas, 2,000 were red ones. These entitled the finders to free access to the museum. On top of the guerrilla activity the campaign also featured an ongoing print, cinema, online and an outdoor presence, including Edgar Cards etc. Thus, the ‘open night’ staged by museums of Munich was also utilised for an Isetta activity to attract the people to the Museum.

Insights, Strategy & the Idea
The task of communication to mark the first anniversary of the re-opened and renovated BMW Museum was to really and truly make the BMW Museum a point of conversation within the city of Munich; to remind people of the existence of the BMW Museum and, not least, to recapture the visitor figures achieved as the BMW Museum was originally re-opened, when the accompanying PR helped to ensure absolutely everyone was talking about the place. Hence, it was necessary for the campaign to involve the entire extended population of Munich; a campaign by which they felt touched and simply couldn’t ignore; one which would enable us to appear in city, district and regional media reporting. The campaign was aimed at everyone in Munich and the surrounding areas; also pulling in ancillary disseminators such as the press.