BMW: First Drive

In order to deliver the value of BMW as the clear and definite essence, the experience of seeing and touching is essential to the consumers. A JOY, which is the core of the brand, stems from the emotional domain through the experience. We believed that the children of the present are the hero who will live next 100 years and the biggest potential customers who can implant the good brand awareness. Therefore, we found children who like cars and have the dreams regarding cars. They have a common dream of driving cars when they reach adulthood. We decided to help them quickly achieve and experience this dream by giving them the opportunity to experience the JOY of BMW. From the time in the driver’s seat until the finish of the driving and coming out, they can experience the pleasures and delights of their own JOYs.