BMW | BMW xDrive Park
BMW xDrive Park

BMW xDrive Park is BMW South Africa's new off-road driving experience. It was our job to launch the park to our community.

Positioning it as far more than just a driving facility, BMW xDrive Park offers a space for all to come together and experience something new and exciting showcasing the joys of life at a different angle: a true BMW philosophy. And what better way to show BMW's commitment to life’s unique and diverse experiences than to invite all to step out of their everyday and be part of something bigger?

No matter whether you’re looking for a new spot to get the creative juices flowing, a meeting space to seal the next big deal, an off-road experience to take things up a notch or simply a delectable flat white, BMW xDrive Park has it all, offering those who dare to explore an escape from the usual and an experience worth coming back to time and time again.

Escape the everyday. Escape to BMW xDrive Park.
To create awareness and boost attendance, we utilised ‘the everyday’ messaging as a tactical communication tool providing us with the opportunity to speak to our community directly highlighting what they can escape from to rather experience BMW xDrive Park. Copy tactically adjusted across assets speaking to our community at different life moments and happenings.

Assets created included OOH billboards (both static and digital), radio ads, various social media elements (including static posts, Stories and video content), YouTube content, digitorials and digital banners.
OOH Billboard
OOH Digital Billboard
Social Media Facebook & Instagram Posts
Client: BMW South Africa 
Agency: Wunderman Thompson
Creative Director on account: Ryan Van Son
Art Director: Bianca Rudolph
Copywriter: Krysia Gaweda
Production Manager: Lee-Ann Booysens

On set producer: Ashlee Wilson
DOP: Duncan Errington 
Video Editors: Alison Coulter & Duncan Errington 
Photographer: Gemma Garman 
Retoucher: Gemma Garman 
Drone: Hamman Drones
BMW | BMW xDrive Park