| Title | BMW XWALK |
| Brand | BMW GROUP MIDDLE EAST |
| Product/Service | THE ALL NEW BMW X6 |
| Category |
C04. Installation (Sculptural/ Spatial) & Environment |
|
Entrant Company
|
SERVICEPLAN Munich, GERMANY
|
|
Advertising Agency
|
SERVICEPLAN Munich, GERMANY
|
|
Advertising Agency 2
|
SERVICEPLAN MIDDLE EAST Dubai, UNITED ARAB EMIRATES
|
|
Media Agency
|
ZENITH MENA Dubai, UNITED ARAB EMIRATES
|
|
Media Agency 2
|
PERFORMICS Dubai, UNITED ARAB EMIRATES
|
|
Production Company
|
PROLAB DIGITAL Dubai, UNITED ARAB EMIRATES
|
|
Production Company 2
|
GERMAN WAHNSINN Hamburg, GERMANY
|
Credits
| Alexander Schill |
Serviceplan |
Chief Creative Officer |
| Matthias Harbeck |
Serviceplan |
Executive Creative Director |
| Moe Jawhar |
Serviceplan Middle East |
Creative Director |
| Marcell Francke |
Serviceplan |
Creative Director |
| Michael Wilk |
Serviceplan |
Creative Director |
| Lorenz Langgartner |
Serviceplan |
Creative Director |
| Franz Roeppischer |
Serviceplan |
Creative Director |
| Maximilian Florian Schoengen |
Serviceplan |
Creative Strategist |
| Florian Panier |
Serviceplan |
Executive Creative Producer |
| Rohan Vitus Fernandes |
Serviceplan |
Copywriter |
| Amin Zeitiouni |
Serviceplan |
Art Director |
| Kostiantyn Liakhov |
Serviceplan |
Art Director/Motion Designer |
| Hassan Khatoun |
Serviceplan Middle East |
Account Supervisor |
| Ona Linda Johnson |
Serviceplan Middle East |
Account Supervisor |
| Dennis Fritz |
Serviceplan |
Senior Motion Designer |
| Margot Visser |
Performics UAE |
Senior Digital Manager |
| Allaa Marzouk |
Performics UAE |
Digital Executive |
| Hadi El Assi |
Zenith Media Middle East |
Business Managing Director |
| Maya Kusybi |
Zenith Media Middle East |
Senior Media Manager |
| Myriam Ghorayeb |
Zenith Media Middle East |
Senior Media Executive |
Brief Explanation
BMW is one of the leading premium automobile brands in the Middle East market. The target audience consists of consumers with above average income and with an interest in the latest technical innovations.
The Brief
Objective: Promote the new BMW X6 with xDrive – the intelligent all-wheel drive system for smooth driving on rough ground.
Challenge: Get people interested in the new car and the innovative technology without having to get them behind the wheel in the first place – but in such a fascinating way that they would book a test drive subsequently.
Insight: “Going smooth even on rough ground” describes exactly how xDrive feels. If we can let people experience this feeling in a surprising way, we can convince them of the innovative xDrive technology.
How the final design was conceived
We created an art installation at the Dubai World Trade Center that let everyone experience the benefits of xDrive, without even having to step into the car: A 3D mapped grid consisting of 50,000 Xs, printed on 420 m2 of floor space. A stunning optical illusion, demonstrating the xDrive feel: Although the underground looks uneven, walking over it feels plain smooth. A simple QR code scan leads to more information and a real test drive with the new BMW X6. A video trailer was published on facebook to get the message to those who couldnt be reached on site.
Indication of how successful the outcome was in the market
The xWalk became the main attraction for 30,000 visitors in two weeks.
During that time, the QR code was scanned 4,541 times, resulting in 830 test drives.
A facebook video of the installation reached 3,098 Mio. with 651,461 views within 6 days.