“I have always wanted to do something a little out of the box that does not directly lead to sales but that creates engagement. After testing Cavai once before, it was an easy choice to challenge them to create something together that could make a bit of a buzz, but which was not necessarily about selling a car. I did not in my wildest imagination think that it would create such a large engagement as this campaign did. I really did not think that so many people would register with personal information that we can now use to inform them about BMW. The campaign has also been noticed in other countries internally, so this will probably become a good tradition in the years to come."