BMW Mixes VR And Real Ice Driving To Surprise Fearless Passengers

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BMW Latvia successfully jumped on the Winter Olympics movement, by inviting four fearless passengers to experience VR aboard its new X5.

Bobsleigh is a popular sport in Latvia. So much so, that it is hard for a brand to make itself heard while the sport is on at the Winter Olympics. BMW rose up to the challenge.

To promote the new X5, BMW Latvia worked with DDB to bring together the adrenaline of an Olympic bobsleigh run, and the comfort of the new BMW X5. This was done by mixing VR – which let passengers visualize the bobsleigh run, and a real live ice driving with a racing driver, to add the much needed real-life sensations.

Watch @BMW bringing together the adrenaline of an Olympic bobsleigh run and the comfort of the new BMW X5.

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VR is gaining momentum in advertising, and this activation by DDB Latvia is a prime example of how it should be used to offer real-life experience to consumers.

Are you ready for the adventure?

CREDITS:
Advertised brand: BMW
Agency: DDB Latvia
Agency website: www.ddb.lv

Creative director: Vairis Strazds
Account Director: Nora Kirta
Producer: Ance Jēkabsone
Copywriter: Marta Kukarane
Digital Strategy: Dāvis Freibergs
Video Editor: Aivars Katkovskis
Creative: Sintija Popena
Production: DDB Latvia, Robyworks, Kind.lv