Cannes Lions

BMW XWALK

ZENITH MENA, Dubai / BMW / 2015

Presentation Image
Supporting Images
Supporting Images

Overview

Entries

Credits

Overview

Execution

We developed an art installation, placed at the main entrance, allowing everyone visiting DWTC to experience the benefits of xDrive, without even having to step into the car:

A 3D mapped grid consisting of 50,000 Xs, printed on 700 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.

Outcome

The xWalk became the main attraction for more than 85,000 visitors in two weeks.

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

Out of the 3.5 million individuals reached on Facebook, a great 14% have clicked on the video to view more of it. We generated more than 1,000,000 views within only 10 days.

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