Problem: Millennials 18-35 are not buying cars, especially not luxury cars. Insight: If you try something new and love it, you’ll want to experience it again. Idea: Give millennials a feel for BMW’s vehicles and they will become top-of-mind when consumers consider a luxury car purchase. Rationale: “The feel of the wheel will seal the deal.” Get consumers inside the vehicle and they will be converted to customers of DriveNow and ultimately loyal owners of a BMW.

1. by Roberto Gudino and Andrea Leon
to view more work visit: www.robertogudino.com

2. Key brand benefits
Free Parking Spots
and HOV Lane Approved
All-electric Luxury
Car Sharing by BMW
No Gas or Insurance
Costs… Ever
100% Save

3. Millennials 18-35
are not buying cars,
especially not luxury
Problem

4. Solution
If you try something new
and love it, you’ll
want to experience it again
Give millennials a feel for BMW’s vehicles
and they will become top-of-mind when
consumers consider a luxury car purchase
insight idea rationale
“The feel of the wheel will seal the deal.”
Get consumers inside the vehicle and they
will be converted to customers of DriveNow
and ultimately loyal owners of a BMW

5. 1/ Grad week race
Students sign-up to race
and get a change to win
BMW DriveNow drive-time
On the UC Berkeley track field,
students race in go-carts and
share the experience with friends
Winners get a DriveNow membership and
24 hours free drive-time to show their
parents around during grad week
1 32
"My parents were knocked
out when I rolled up in a BMW."

6. How many groceries
fit inside a BMW?
2/ Grocery Store Challenge
BMW DriveNow
Guess Correctly and Win Free Drive-time!
How many groceries
fit on a bicycle?
Standard Bicycle
Guess Correctly and Win a Lifetime Membership!
A BMW DriveNow display at a grocery store parking lot, gives consumers an opportunity to get inside the vehicle
and try their chance at winning by signing up, thus giving BMW an opportunity to follow up on their experience.
"I love my bike, but not
when I have to go shopping."

7. by Roberto Gudino and Andrea Leon
to view more work visit: www.robertogudino.com