BMW Sweden was able to create a unique message and voice in the otherwise extremely uniform automotive market, by using its brand and organisation resources to help in a matter literally on life and death.

Teaming up with Swedish Childhood Cancer Foundation, BMW employed its core brand value – the driving experience – to raise awareness and money for good cause in a very hands on way.

Test-Drive for Life generated 21 028 test-drives, more than three times normal for a 60 day period, and orders for 4 216 cars were signed. Dealers reported all time high visitor levels, many of them not interested in BMW before. Dealers also complemented the test-drives their own initiatives, adding to the contributions to the Childhood Cancer Foundation.

All in all, Test-Drive for Life resulted in funding for 4 206 hours of childhood cancer research – that equals fully supporting a scientist for more than two years.