BMWi8 is an iconic brand being the first hybrid sports car aiming to position BMW as the leader of future mobility.

This obviously would appeal to a very niche audience who value exclusivity, premiumness and innovation. These UHNWI are extremely time poor and are influenced by peer choices. They are less influenced by traditional mass media whereby experiences and brand stories play a big role.

So our idea was to create visibility of the BMW i8 being driven by their peers and deliver a very exclusive and personal experience to them that is worthy of their time.

We partnered with AlAnoud Tahlawi, a very popular figure among UHNWI and a resident of the very premium neighborhood of Saadiyat Island in Abu Dhabi. She is also the founder of EMBER - a leading luxury and concierge service in the region with a premium 2000 person database.

For 1 month, a BMWi8 was her preferred mode of transport to work and social life. Being spotted with such an iconic car, sparked interest amongst her affluent neighborhood and friends. She also used EMBER’s affluent social reach of almost 3,000 UHNWI to promote test drives in Saadiyat Island.

These test drives were conducted at the comfort of their home, accompanied by a professionally trained BMW i8 ambassador.

With the investment of only 15,000 USD we managed to sell 9 cars worth 1,962,000 USD, an incredible ROI of 130 USD for every dollar invested.