BMW asked the agency an idea to increase the number of people test driving BMW 5 Series Sedan and Touring models.

The BMW 5 Series is an ultra-accessorized vehicle designed for enhancing the joy of driving. The task was to show how this car improves the pleasure of driving in an innovative and entertaining way, through a unique activity that turns a simple test drive into an experience to remember. Target group was mainly composed by owners of cars from competitor’s brands and potential new customers.

First thing we did was extend the duration of the test drive from few minutes to 24 hours.

We set up a direct mailing using SmartBox-type graphics, in order to invite people to have a test drive and giving them some tips of how to better spend this time.

Because visiting an art city, tasting a romantic dinner in an Agriturismo or relaxing in a spa, turns this unique 24h test drive into a pure pleasure trip.

The classic quarter-hour test drive around an urban dealership isn’t enough to appreciate a car like a BMW 5 Series, designed to increase the joy of driving. In order to fully appreciate it, a trip is necessary: a destination to reach and, of course, enough time to get there.

We took inspiration from the Smartbox, a gift casket that is very popular in Italy: the person on the receiving end can choose from a wide range of activities and destinations grouped by general themes, as wine and food itineraries, spas and endless other options.

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.