Branded entertainment in our country/region is extremely traditional and unsubtle. Think a branded Nescafe cup on the desk of the morning show hosts. This is one of the first times it has been managed as a stand alone story that is self propagating.

Audience was drawn to the content via a separately developed online platform to run inside and alongside existing BMW sites - #BMWStories.

Web traffic increased phenomenally as a result of launch. In the first 4 days of the content being posted in excess of 125,000 people had viewed the films.