The Night Vision Flip Book, the first night test drive you can take anytime, anywhere, even during day light. Frame by frame, the Night Vision Flipbook takes you through a pitch-dark road until something unexpected happens: a running man suddenly appears in your way, glowing white, like a ghost. As you drive past him and continue your way in the dark, the man disappears, no harm done. The message: see what you can’t see.

BMW approached us looking for a way to communicate the great life-saving benefits of BMW Night Vision, a feature that allows BMW drivers to see potential hazards in pitch-dark roads and environments.

Because Night Vision is best experienced live and night-time test drives are non existent, we sent flipbooks to BMW’s high-end prospective clients and also distributed them in dealerships. Our strategy worked: 8 out of 10 visitors played with the flipbook and demanded more info about Night Vision. 100% took the flipbook with them.

To fully appreciate and fall in love with BMW Night Vision, potential clients need to experience it live at night. The problem is that nightly test drives are not available anywhere for a very simple reason: dealerships are closed at night.