We created an interactive piece of art to help people understand the complex technology. We decided to locate this at the Dubai World Trade Centre – an established icon, and perfectly targeted to dynamic business people who love innovation and sharing knowledge.
Placed at the main entrance, everyone visiting the trade centre was exposed to the benefits of xDrive without even having to step into the car.
There was a 3D mapped grid consisting of 50,000 Xs, printed on 700 m2 of floor space. A stunning optical illusion demonstrated the xDrive feel – although the ground looked uneven, walking over it felt incredibly smooth.
A simple QR code scan lead 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 couldn’t be reached on site.