SIMON DOLSTEN
CREATIVE DIRECTOR
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THE ULTIMATE DRIVER (Copy)

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. 

BMW: THE ULTIMATE DRIVER

For years, BMW has been calling itself The Ultimate Driving Machine. So, we thought it was time to find The Ultimate Driver. And thus, a nationwide amateur driving competition was born that saw over 30,000 people try out for the title. It was the biggest test drive event ever. People just didn’t know it.


PHASE 1: LAUNCH

We recruited contestants through every imaginable medium. Within just a few weeks, all our slots had been filled.
 

Film

 

OOH

 

Print

 

Digital

 
 
 


PHASE 2: TRYOUTS

Tryouts were held in major cities across the country. Contestants were judged on their lap times in a series of exhilarating challenges. 


Texas

 
 


New York

 
 

 

Film

The below spot was screened to participants just before they hit the track. 



Leaderboards

As tryouts kicked off, contestants could follow the rankings in real-time. 

 
 


PHASE 3: CHAMPIONSHIP RACE

The 17 fastest drivers were flown to the legendary Thermal racetrack to compete for the title of The Ultimate Driver. The finals spanned 2 days and countless driving challenges, pushing every contestant to the limit until one winner was crowned.

 

Film