2016 Winners & Shortlists

The Campaign

The all-new BMW i8 is a revolution in every aspect: efficiency, dynamics and most importantly, sustainability. A revolution rather than an evolution as the car was built from the ground up. A car unlike any other. Innovative, powerful, intelligent, and sustainable in every - single - detail. The challenge? How to explain a revolutionary concept to a target group who measures the innovative character of a car by its power. How do we educate people about the revolution of efficiency and sustainability if they only care about speed and performance? Simple: by speed and performance. With the BMWi8 Challenge, An online Quiz, which asks the user to answer 8 questions about the BMW i8 in the fastest possible time. With every correctly answered question, single car parts build up to create the i8 – step by step. Starting from an empty stage to the complete vehicle. And it seems we struck a chord. In only four weeks the web special saw more than 375 thousand visitors. And they must have enjoyed the game, as almost 35 thousand unique visitors came back - TEN times on average. A doctor from Saudi Arabia even completed the game an unbelievable 1790 times. This enabled us to generate 3,048 leads in a very entertaining – and educational- way. Even though the game was designed for desktop usage, 69% of all i8s were built on a mobile device. No animations – just questions. And: knowledge about the i8s technologies. With very little media budget we generated more new leads than we ever did with an integrated campaign – in just four weeks. And we learned something too: education can be fun...when it’s taught well.

1) With the BMW i8 Challenge, we struck a cord in a region of supercars. In only 2 weeks, the web special saw more than 375,000 visitors. And they must have enjoyed the game as almost 35,000 unique visitors came back 10 times on average. A doctor from Saudi Arabia even completed the game an unbelievable 1,790 times. 2) We generated 220% more leads than the target of 1,000 potentials. The online game enabled us to generate 3,0346 leads from a total of 35,000 unique visitors. 54% of the visitors came from Saudi Arabia which accounts for 60% of the BMW sales target in the region. 3) We changed the perception of the BMW i8 from a supercar to a revolutionary electric-hybrid, The BMW i8 Challenge helped us educate, engage, and excite an audience of discerning free-thinkers about the future-oriented architecture, more than the sports car genes, of the revolutionary BMW i8. 4) With a minimal budget of USD71,000, we generated more new leads than we ever did in an integrated campaign. Our mobile banner performed the highest with a 2.26% click through rate, with the highest engagement recorded in key markets UAE, KSA, and Qatar respectively.