To celebrate BMW's 100th anniversary, 100 ride sharing BMWs were "carnapped" off the streets and then arranged so that the app would spell 100 Years BMW. I've watched this video several times, and with the exception of the way it was filmed and the music making it feel like some sort of heist movie, all I can get from this is that they borrowed 100 BMW's to spell out Happy Birthday Kind of a long way to go for a ham sandwich, no?
Client: BMW Advertising Agency: MAYD, Hamburg, Germany Production Company: 14a Media Post Production: DONDON, Berlin, Germany Creative Director: Behnaz Pakravesh, Bahador Pakravesh Creatives: Alexander Makedonskiy, Lissy Heckel DOP & Director: Mirco Seyfert Producer: Felix Grambow Edit: André Gelhaar Music: NIGHTKRAFT Sound Design: Tobias Sauer, Bahador Pakravesh Sound Production Company: The Soundshack, Hamburg, Germany
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Hmmm, well it's preaching to the converted - the actual stunt that is. Only those with the app would see the message. This ad however show me that there's BMW share cars all around Hamburg, something I did not know, how do I get in on that stuff?
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PermalinkIt's a B2B guerilla stunt. Not B2C. And regarding the fact that the video kinda went viral makes it work for me.
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PermalinkRegardless if they're business or consumer the stunt "live" is still preaching to those who are already using the app.
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