BMW at DTM-2017

Agency Network: 
July 2017
BMW Experiential Ad - BMW at DTM-2017
BMW Experiential Ad - BMW at DTM-2017
BMW Experiential Ad - BMW at DTM-2017
BMW Experiential Ad - BMW at DTM-2017
BMW Experiential Ad - BMW at DTM-2017


In late June the Moscow Raceway saw the Russian phase of the legendary DTM race for the 5th time. The Deutsche Tourenwagen Masters series was created by German automobile manufacturers in 2000, and since then such market giants as BMW, Audi and Mercedes measure each other’s innovative capacities in their own racing tour. Today DTM is the most popular touring car competition in Europe. The Moscow event saw over 30,000 visitors.

During the latest competition DEPARTÁMENT was responsible for BMW presence. To do this, the agency’s team built a breathtakingly creative pavilion. We put the new BMW M4 Coupe Competition on a huge construction roof consisting of multiple lines. We bound it in two planes and made a clear impression that the car was driving along a track, appearing right out of a curve.

In the pavilion painted in BMW’s series M three signature colors we created a lot of interactive hype. No wonder our pavilion became the most visited site out of three – the guests got a figurative shot of adrenaline, emotions and entertainment at the show.

Experiential advertisement created by DEPARTÁMENT NEW&WOW, Russia for BMW, within the category: Automotive.

Advertising Agency: DEPARTÁMENT NEW&WOW Marketing, Moscow, Russia
General Producers: Vlad Alexandrov, Yulia Sigunova, Pavel Nedostoev
Event Director: Alexander Millin
Creative Director: Petr Ivanov
Art Director: Maria Ivanova
Technical director: Dmitry Murashev
Additional credits: Max Group
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