THE CHALLENGE
For the launch of the new BMW 8 Series Coupe, we were asked to create a touring event to drive re-appraisal for the brand's high profile customers and deliver the core brand essence of joy.
With BMW ‘Be The First’ we set up at stunning locations such as Soho Farmhouse and Dundas Castle to treat guests to a luxury immersion into the world of BMW GKL vehicles.
Starting the day with the exciting reveal of the BMW's fastest road car – the M8 – guests also had the opportunity to be the first in the UK to drive the BMW 8 Series Coupe and BMW X7 on the nearby race track.
After a future focused sustainable lunch, the audience had the opportunity to join a Seedlip cocktail masterclass while being looked after by high-profile hosts including Claudia Winkelman.
The activation delivered over 500 elevated test drives.
