BMW pavilion at DTM-2017
How we won the marketer contest

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 DEPARTAMENT was responsible for BMW presence. To do this, the agency’s team built a breathtakingly creative pavilion.

When we were working on the project, we wanted to leave behind DTM’s standard constructions and propose something new and eye-catching, something amazing that people would remember forever, says DEPARTÁMENT’s creative director Petr Ivanov.

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 DEPARTÁMENT created a lot of interactive hype. No wonder our baby became the most visited site out of three – the guests got a figurative shot of adrenaline, emotions and entertainment at the show.