BMW trumps Lada on home soil.

Exclusive toll booth is free for BMW owners only

We like it when brands give customers benefits outside the norm. Those that create partnerships with meaning. Whilst this example seems like it should be in Germany, not Russisa (where BMW’s are slightly more democratic) it’s a nice example of a ‘brand benefit’.

For property companies shouldn’t you be looking beyond a 10% discount voucher at the local dry cleaners to reward people for buying with you?

The BMW M11 Free Drive is a free toll booth for BMW owners in Russia. Drivers in the country often cover their license plates to avoid paying for parking or toll booths. After the M11 pay toll highway was constructed, the car manufacturer created the exclusive toll booth. In June 2017, the BMW M11 Free Drive won at the Cannes Lions Festival

Idea Room is an initiative from Silk Road