The USP of the BMW 1 Series, its driving dynamics, are outstanding for a vehicle of this class. The presentation had to highlight this. Rather than organise a static presentation on a stage, the guests were surprised when we shuttled them to a location where they could see the vehicle in action. They experienced its USP in an equally dynamic environment: first from the air, aboard helicopters, then on the ground where they witnessed a spectacular action display. By incorporating these different sensual pleasures, we believe that we illustrated BMW’s 'principles of joy' and thus the brand’s claim of 'sheer driving pleasure'.

During the event, many sales talks took place. For reasons of confidentiality, our client does not release individual figures, however, sales figures in Europe are above expectations and we are confident that we contributed to this success. The guests of the event rated the presentation and 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.