BMW Relearn to Drive

For anyone who needed a refresher or two on how to drive, we created a unique online experience. 

Objective

We created a website, launched in conjunction with GSD&M/Idea City, with two distinct sections: Relearn to Drive and the BMW Performance Center. The campaign concept focused on the idea that when people learn how to drive, more often than not, those who teach them aren’t even remotely qualified.

Approach

To hone in on this idea, the homepage simply featured video clips from the driver's POV on getting their first driving lesson, with the characters serving as navigation. The simplicity of getting people to enjoy all the different videos and share them defined both the content and the navigation.

Results

The site helped realize a 300% increase in reservations at the BMW Performance Driving School. It was also awarded Best Automotive Site at the 2008 Webbys.