by Roberto Gudino and Andrea Leon to view more work visit: www.robertogudino.com

Key brand benefits

Free Parking Spots and HOV Lane Approved

All-electric Luxury Car Sharing by BMW

No Gas or Insurance Costs… Ever

100% Save

Millennials 18-35

are not buying cars,

especially not luxury

Problem

Solution

If you try something new and love it, you’ll

want to experience it again

Give millennials a feel for BMW’s vehicles and they will become top-of-mind when

consumers consider a luxury car purchase

insight idea rationale

“The feel of the wheel will seal the deal.” Get consumers inside the vehicle and they will be converted to customers of DriveNow

and ultimately loyal owners of a BMW

1/ Grad week race

Students sign-up to race and get a change to win

BMW DriveNow drive-time

On the UC Berkeley track field, students race in go-carts and

share the experience with friends

Winners get a DriveNow membership and 24 hours free drive-time to show their

parents around during grad week

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"My parents were knocked out when I rolled up in a BMW."

How many groceries

fit inside a BMW?

2/ Grocery Store Challenge

BMW DriveNow

Guess Correctly and Win Free Drive-time!

How many groceries

fit on a bicycle?

Standard Bicycle

Guess Correctly and Win a Lifetime Membership!

A BMW DriveNow display at a grocery store parking lot, gives consumers an opportunity to get inside the vehicle

and try their chance at winning by signing up, thus giving BMW an opportunity to follow up on their experience.

"I love my bike, but not when I have to go shopping."

by Roberto Gudino and Andrea Leon to view more work visit: www.robertogudino.com