We promoted the all-new BMW X6 with the most innovative xDrive technology in the most analogue way: With a floor print. Demonstrating the feel of xDrive without having to step into the car. Generating real test drives through a QR code in the end.

We created an art installation at the Dubai World Trade Center that let everyone experience the benefits of xDrive, without even having to step into the car: A 3D mapped grid consisting of 50,000 Xs, printed on 420 m2 of floor space. A stunning optical illusion, demonstrating the xDrive feel: Although the underground looks uneven, walking over it feels plain smooth. A simple QR code scan leads to more information and a real test drive with the new BMW X6. A video trailer was published on Facebook to get the message to those who couldn't be reached on site.

The xWalk became the main attraction for 30,000 visitors in two weeks.

During that time, the QR code was scanned 4,541 times, resulting in 830 test drives.

A facebook video of the installation reached 3,098 Mio. with 651,461 views within 6 days.