With the motto “Xperience Xdrive Xtreme”, eleven events over seven days accompanied the launch of the BMW X3 in Harbin (China) and the BMW winter training on the frozen Erlong Lake. The participants were presented with the new BMW X3 in an ice house specially constructed for the event which was heated up to -5 degrees (outside temperature: -20 degrees). The guests were also given the opportunity to place themselves behind the steering wheel on an amazing test drive, on road and on the ice of the frozen Erlong Lake and thus explore the technical features of the new car.

Within just 2 months the agency designed and implemented an integrated and extensive event programme and thus contributed to the successful market launch of the BMW X3 LCI. Over 300 participants, including dealers, journalists, partners and BMW management, took place in the event and experienced its smooth organisation with seamless transitions from one item on the programme to the next. Over the last three days a congress also took place which was orientated primarily towards BMW dealers and partners. This successfully acted as the starting point for the following series of congresses which will take place regularly at BMW China.