We embraced adventure to introduce a young audience to the Ultimate Driving Machine


BMW X Nights


To create a fittingly bold experiential and communications campaign for the launch of the BMW X2 in order to drive awareness and leads amongst a new target audience.


To reflect the adventurous nature of the X2, we devised a roadshow campaign that would get under the skin of a whole new target demographic, with experience at the very heart.

We partnered with urban climbing centres across the UK to create ‘X Nights’ – brand experiences that featured demonstrations and tricks performed by key bouldering influencers against a backdrop of lighting, UV projections and a soundtrack of up and coming DJs from BMW’s Global Radio partnership.

The live experience saw us exceed our test drive targets by 92% and the Global Radio partnership helped to communicate and amplify the activity to a much wider audience.