BMW Monaco x End of Code
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BMW Monaco x End of Code *
A New Way to Experience the Test Drive
BMW Monaco x End of Code
A New Way to Experience the Test Drive
BMW Monaco is creating a customer experience that goes beyond the traditional test drive.
On the occasion of the release of THE DRIVE, the new album by electronic duo End of Code, Christophe Duchein from BMW Monaco transforms the test drive into an immersive experience at the intersection of automotive, music and contemporary art.
The idea is simple:
When the customer starts the car, THE DRIVE starts with them.
Music becomes the soundtrack to their BMW experience.
Start the car. Start the music. Start the drive.
The Music and the driving experience.
1. THE DRIVE: An Experience That Starts with the Car
Every detail of the customer journey is designed to create a seamless connection between the world of BMW and the world of End of Code.
As the customer gets into the vehicle and starts the engine, THE DRIVE begins to play.
Positive, rhythmic and energetic music accompanies the drive, creating a distinctive atmosphere throughout the test drive.
The vehicle is no longer simply something to test.
It becomes the place where the experience begins.
Start the car. Start the music. Start the drive.
2. Music as the Signature of the Experience
The integration of THE DRIVE into the new vehicles creates an immediate connection between:
BMW × Driving × Music × Emotion
Music accompanies the customer throughout the experience and helps create a strong emotional memory of the vehicle.
The objective is not simply to have the customer listen to an album.
It is to create a lasting association between the music and their BMW driving experience.
3. A Memory the Customer Can Take Home
At the end of the test drive, the experience continues.
Each customer receives a collector's vinyl edition of THE DRIVE as a gift from BMW Monaco.
The vinyl becomes a physical extension of the experience they have just lived inside the vehicle.
An experience.
A soundtrack.
An object.
A memory.
The record is therefore more than a promotional gift.
It becomes a collectible object connected to BMW Monaco and THE DRIVE.
The customer leaves with:
4. Art Becomes Part of the Experience
The artwork featured on the vinyl cover echoes an original piece displayed inside the BMW Monaco space dedicated to the key handover and vehicle departure experience.
The artwork was created in New York by artist Raffi Krouchian (@rksartworld).
At the centre of the composition is the BMW logo, accompanied by the word APPROVED, incorporated as a graphic and artistic element of the piece.
The artwork becomes a meeting point between:
automotive culture, electronic music, urban culture and contemporary art.
5. An Artwork That Tells the Story of THE DRIVE
Raffi Krouchian's artwork is not simply a showroom decoration.
It becomes a central element of the storytelling.
The customer discovers the artwork before receiving the keys and then encounters the same visual universe on the vinyl cover they receive after the experience.
The artwork and the record create a visual connection between the BMW space and the experience inside the vehicle.
The journey becomes coherent:
The artwork → the keys → the car → the music → the drive → the vinyl.
6. An Experience That Continues Beyond the Test Drive
The experience does not end when the customer returns the keys.
The objective is to create a memory strong enough to continue beyond the BMW Monaco experience.
The vinyl can be kept, displayed or played.
The original artwork, meanwhile, begins its own journey.
To coincide with the launch of the new generation of the vehicle, the original artwork by Raffi Krouchian will be on sale at auction.
This second chapter gives the project an additional dimension, transforming a customer experience into a cultural and collectible project.
7. Creating Rarity
The physical and limited nature of the elements is essential to the concept.
The vinyl becomes a tangible object of the experience.
The original artwork becomes a unique piece.
The future auction creates an additional sense of anticipation and gives the project a lasting cultural and media dimension.
The campaign can therefore be structured around three stages:
EXPERIENCE
The customer discovers THE DRIVE during the test drive.
MEMORY
The customer takes home the collector's vinyl.
COLLECTOR
The original artwork will be on sale at auction alongside the launch of the new vehicle.
8. The Role of BMW Monaco
BMW Monaco becomes the place where these three worlds meet.
BMW brings innovation and automotive excellence.
End of Code brings music, energy and emotion.
Raffi Krouchian brings artistic expression and contemporary culture.
BMW Monaco therefore becomes more than a dealership:
A destination where cars, music and art come together.
9. The Concept in One Sentence
THE DRIVE is a BMW Monaco experience where every departure becomes a musical experience, every test drive becomes a memory, and every memory can become a collectible.
10. Campaign Signature
THE DRIVE
Hear the drive. Feel the drive. Own the memory.
Alternative, more directly connected to the BMW experience:
THE DRIVE
The sound of your BMW experience.
Or, more emotional and universal:
THE DRIVE
Every drive has a soundtrack.
11. A Vision Beyond the Campaign
THE DRIVE could become the beginning of a broader series of BMW Monaco experiences connecting automotive, music and art.
Each new model could become the platform for a new collaboration with an artist or musician.
BMW Monaco would therefore move beyond traditional vehicle launches to create a growing collection of cultural experiences inspired by the automobile.
THE DRIVE could become the first edition of a larger platform:
Christophe Duchein (BMW Monaco) — Driven by Culture.