Promotional Stickers Increase BMW’s Test Driver Numbers by 34% #CleverPromoGifts

When the BMW 116i came out, the luxury car company wanted to spread the word about the new model without spending too much, but also without devaluing the high-end BMW name. So, to make sure they reached the right client base, they decided to target diners at top, sophisticated restaurants.

They had the innovative of idea of asking the valet parking workers at these establishments to place promotional stickers on the steering wheels of cars, once their owners had dropped them off to be parked. Then, when the motorists had finished eating and returned to their cars they found the stickers, which had been strategically placed over the original car's branding. On the front of the sticker was the BMW logo, whilst the other side contained information about the new car model.

The stickers were carefully placed over the original car's steering wheel logo

By making the drivers feel like they were actually in a BMW, this campaign gave people a taste of luxury and left them wanting more, whilst also providing them with useful info about the new model. The result of this tactic was that during the month of the campaign, the numbers of people test driving the BMW 116i increased by 34%! Not bad for a few stickers...

The stickers featured the BMW logo on the front and a slogan on the other side

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If you would like to use promotional stickers for a similar, low-cost marketing campaign, please get in touch on 01204 577 995 to discuss your ideas with a promotional gifts expert, or have a read of our 6 Brilliant Ideas for How to Use Stickers in Your Marketing.