Challenge

We needed to get people excited about quite a complex car – the new BMW X6 with xDrive, the intelligent all-wheel drive system for smooth driving on rough ground.  We needed to turn complexity into fascination in order to maximise test drive bookings.

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Insight & Idea

Some automative innovations are so advanced that it’s not easy to explain how they work. ‘Going smooth even on uneven ground’ describes exactly how xDrive feels. If we could let people experience this feeling in a surprising way, we could convince them of the benefits of innovative xDrive technology.