2016 Winners & Shortlists

Creative Execution

We thought the only way to clearly demonstrate the revolution was in a digital platform where the audience could engage with the build process from the ground up. We developed the BMW i8 Challenge not as a typical racing game, but one of product knowledge and speed where users had to answer 8 questions about the car in the fastest possible time. With every correct answer, single car parts build up, step by step, from an empty stage to a complete vehicle. The fastest in the leaderboard then gets to reckon with the BMW i8 on a racetrack in Germany.

With the BMW i8 Challenge, we struck a cord in a region of supercars. In only four weeks, the web special saw more than 375,000 visitors who must have enjoyed the game Around 35,000 unique visitors came back TEN times on average. A doctor from Saudi Arabia even completed the game an unbelievable 1790 times. We generated 220% more leads than the target of 1,000. The game enabled us to generate 3,048 leads from a total of 35,000 unique visitors. 54% of the visitors came from Saudi Arabia which accounts for 60% of the BMW i8 market in the region.

In a region whose language is speed and performance, we demonstrated a revolutionary car concept with: speed and performance. The product: 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. The challenge? How do we explain a revolutionary concept to a target group who measures the innovative character of a car by its power. With the BMW i8 Challenge, an online quiz which tested product knowledge in the fastest possible time, we successfully demonstrated how the BMW i8 electric-hybrid was built from scratch and from the ground up. The result, a game of performance that was played around 10 times on average by more than 3,000 new leads, and up to 1,790 times by a doctor (a highly potential prospect) in Saudi Arabia.