Combining the experience that you can have when you receive a Smartbox with a test drive lasting 24 hours is an original way of giving a new lease of life to a tool that has now become obsolete, the traditional test drive. In a desperately struggling car market, in order to gain new clients, we haven’t given them the experience, but we have offered them the possibility of choosing from a range of activities. Giving prospective clients the chance to try out a 5 Series car during a 24-hour experience filled with the beauty of Italy means a brand experience.

Test drive bookings the models increased by 19% compared to the same month the year before.

People experienced the test drive in a fresh new way, through an authentic and memorable pleasure experience.

Due to the success, BMW will replay the activity next year, extending this new test drive experience to all models with a ‘touring’ positioning.

Above all, we showed that a classic marketing tool, as a test drive, can have a new flavor turning in a brand new emotional experience.