THE ULTIMATE DRIVER
BMW came to us with a business problem: the number of people taking test-drives was on a steep decline. And when people did take them, satisfaction and conversion rates were low. So we reimagined the boring and ineffective test-drive as a nationwide driving competition, launching a 360 recruitment campaign and holding tryouts in every major city. And while only one winner was crowned, we got over 30,000 people to test-drive a BMW without ever having to set foot in a dealership.