BMW’s Immersive Audio Experience Lets You Test-Drive Its Cars From Home

Ever seen an automotive advertisement and desperately wish for a test drive? Now, with BMW Brazil’s new initiative, car enthusiasts can try out its latest vehicles right from the comfort of their couches.

The project, created in partnership with Ogilvy Brasil, incorporates an innovative audio experience through Amazon Alexa to invite customers on an immersive test drive that allows them to find out everything about the automobile without setting foot in a showroom.

By simply commanding “Alexa, open BMW Test Drive,” consumers will enjoy binaural sound effects that feel as though one’s in the driver’s seat. Alexa has been trained to answer all relevant questions about the vehicle, so fans can shoot off queries and receive answers instantly.

With the myriad of vehicles being advertised daily, it’s often difficult to stand out in the automotive industry. As such, Ogilvy Brasil CCO Sergio Mugnaini said it wanted to create a special experience with BMW and Amazon Alexa that could bring drivers “closer to the brand.”

Mugnaini explained that this was the first time a brand has developed a test drive based on a voice system, which has since seen over 30,000 unique experiences completed by participating customers.

[via LBB Online and AdForum, cover image via Alexander Shapovalov | Dreamstime.com and Jdjuancimail | Dreamstime.com]