Persuading millennials to get behind the wheel.
Southern California is saturated with car lots vying for consumer attention. How can BMW cut through the noise and get a fresh look from buyers, and more importantly, millennials?
Draw in millennials to witness and share the innovative strides of BMW’s i8 using breathtaking interactive displays set to turn a fan into an owner.
We brought the new i8 out of the dealership and into South Coast Plaza, where our target consumer was already shopping. We designed an interactive environment, introducing the millennial consumer to the design and technology of this revolutionary vehicle. With a materials bar, digital art canvas and virtual car station, visitors are encouraged to create ride of their dreams.
_ Sales in the region were up 20 percent, and in our market, where the pop-up is located, sales went up 33 percent.
_ 85K consumers toured the space over the course of 10 weeks.