The Ultimate Driver

Test drives are boring. You pull out of the dealer, casually drive around the block, adjust the mirrors, futz with the radio – it’s no way to experience a BMW. With dealership visits plummeting, we needed to create an experience where drivers would get to experiment with the full capabilities of a BMW. So we created a full-blown, nationwide driving competition to help inject life into the test drive, capitalizing on the competitive nature of BMW drivers.

The Insight:

The typical test drive is no way to experience a BMW.

The Main Message:

The Ultimate Driving Experience is where people discover the thrill of driving.

This isn’t a typical-drive. The all-new 5 Series isn’t a typical sport sedan.

Social Launch Film

We shot the finals like a reality show, then released it through YouTube and BMW’s social channels.

Role: Senior Brand Strategist

ECD: Chris Polychronopoulos

ACD / Art Director: Nigel Gross

ACD / Copywriter: Ben Cascella

Copywriter: Simon Dolstein

Art Director: Jae Sung Jung

Associate Director of Strategy: Tim Wilson-Brown

Group Account Director: Socrates Papazoglou