During the BMW Roadshow we offered (non-) BMW drivers the opportunity to discover as one of the first the new BMW 1 Series. The all-new BMW 1 series is showcased at events selected by the dealer network.
We developed an easy access mechanism where the audience could win tickets for the private showcase of Dimitri Vegas and Like Mike or register for a test drive.
Future drivers are welcomed by 2 agents in The One setting with modern urban look & feel in line with the cars positioning to get product information and to participate in the activation.