BMW - WHO TAUGHT YOU TO DRIVE?

BMW WANTED A FUN WAY TO INTRODUCE THEIR NEW PERFORMANCE DRIVING SCHOOL

The site consisted of nine very humorous videos that put the viewer in the first-person perspective of a driver in training being taught by some really flawed and funny driving instructors. Users could send these videos to their friends via a mad-lib inspired form email and then “Undo The Damage” at the BMW Performance Driving School. To showcase the driving school, we created a nice sister site featuring great footage from actual drivers and instructors on the track at the school. Enrollment in the school increased 300% immediately following the launch of the campaign.