Rather than organising a static presentation at a selected venue, we surprised the guests by shuttling them to a location where they could actually see the vehicle in action. They were allowed to experience the USP of the 1 Series in an equally dynamic environment: first from the air aboard helicopters, then on the ground where they witnessed a spectacular action display that illustrated the outstanding driving dynamics of the 1 Series.

During the event many sales talks took place but our client does not release individual figures. The guests rated the presentation and product information at 3.83 (on a scale from 1 to 4), making the event one of the most highly rated events for BMW in 2004.