HPS was asked to create a “brand-compliant”, but hard hitting sales event. The event needed to deliver a sense of occasion to overcome event fatigue at dealerships. Sales target: to deliver 20 incremental new BMW sales over the weekend.

A closed room “by invitation only” area was created. This solution was clever because it existed within the showroom for the duration of the event, delivering a sense of exclusivity and acting as a draw to inquisitive customers.

1,759 invites were delivered with 43 appointments being booked for the weekend. During the event, 25 new BMWs were sold which was a 400% increase compared to other weekends.