DRIVE IN FEST

BMW

INITIAL CHALLENGE

The confinement caused by Covid-19 directly affected all sectors involving physical contact. Bars, shops, concerts… and of course, also car dealerships. But how to exhibit a car in difficult times like these?

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STRATEGIC REFRAMING

Turning a problem, the obligation to physically distance ourselves, into an opportunity, transforming a product experience into a relevant experience of enjoyment, the historical backbone of the BMW brand.

Transforming BMW’s cars into the perfect habitats in which to isolate oneself for a while in order to enjoy a type of leisure that has been banned because of the pandemic.

THE IDEA

BMW, in collaboration with Warner Music, creates the first drive-in concert in the country.

This concert, featuring Rulo y la Contrabanda, Marlon, and DJ Ed is Dead, allows attendees to enjoy music from the safety and comfort of their cars while helping those who need it most at this time, as the money raised from the tickets is donated in its entirety to the Food Bank.