Representatives of the rival brands said the move was a show of solidarity in such difficult times.
The mutually beneficial exchange of advertising space between the two arch-rivals proves that even competitors can agree to overcome the difficulties of the outgoing year.
For the eighteenth year in a row, before the Christmas holidays, the facade of the Mercedes-Benz Munich office is transformed into a huge Advent calendar. Previously only Mercedes cars were on display, but this year the manufacturer has reserved 24 “shelves” for small and medium-sized businesses in Munich. And one of the boxes, number 10, is dedicated to the BMW iX3 electric crossover.
The product placement is free of charge, as part of the Kauf lokal (‘Buy Local’) initiative, although the commercial value of the 24 ‘shelves’ exceeds €750,000. The 145 x 55 metre advertising facade is located on the Mercedes-Benz office building, on one of Munich’s most important thoroughfares, with over 180,000 daily car traffic.
Simultaneously with the appearance of the BMW iX3 in the Mercedes-Benz office building, the electric crossover Mercedes-Benz EQC 400 takes its place in the showroom of the BMW Welt Center, located next to the headquarters of the Bavarian automaker.
The rival brands said it was a “show of solidarity in particularly difficult times” as part of the nationwide initiative Wir halten zamm (We stick together).
“In this extraordinary year, it is more important than ever that we are united as a society. That’s why we dedicate our legendary Advent calendar to the Munich Kauf lokal and set an example of solidarity with one another. We are particularly pleased that we were able to implement an idea that was born in a spontaneous dialogue with our BMW colleagues,” said Ulrich Kowalewski with Mercedes-Benz.
“In the current situation, cohesion is more important than ever. We are therefore delighted that the BMW iX3 has taken its place on Mercedes-Benz’s pre-Christmas ‘calendar’ and are pleased to welcome the Mercedes-Benz EQC 400 to the BMW Welt,” complements Bavarian centre director Helmut Kesi.