We parked the X1 in front of some of South Africa’s most popular, live outdoor webcams – turning the webcam feed into a brand new, completely free, and highly targeted media space.

When someone logged onto the webcam site, they saw the vehicle parked in its natural environment. A billboard erected next to the vehicle enforced the idea that the new BMW X1 is the perfect fit for their lifestyle and invited them to “Embrace the unknown.”

We carefully selected webcams overlooking top surfing spots and parked the BMW X1 directly in its line of sight – ensuring that the placement of the vehicle and the composition of the view in the webcam not only looked natural, but embodied the premium nature of the brand.

We erected a 4mx2.5m billboard next to the car with a headline that read, “Embrace the unknown” - enforcing the idea that new BMW X1 is the perfect fit for someone with an adventurous lifestyle.

A strategically placed online banner on the webcam’s site complimented the messaging of the billboard and encouraged people to experience the adventurous side of the new BMW X1 for real. When someone clicked on the banner, they were directed to the BMW Select website where they could book a test drive and find out more about BMW Select finance deals.

With this campaign we created a brand new and completely free media space that reached a highly-targeted audience. After the buzz created by this one-day pilot activation, BMW has decided to implement the campaign at scale… putting the BMW X1 front and centre in the lives of the sought-after active-lifestyle community.