We had the challenge of launching the new BMW ix3 without having the car for testing in thecountry. As it is an electric car, highly technological, we also had the challenge of translating allthe car's features in a simple and intelligent way. One of them being Alexa herself, who is thecar's official virtual assistant. In addition, we had the challenge of demystifying the public's fear ofelectric cars, showing that they are great options for combustion cars. Taking advantage of the fact that the car itself already comes with the Alexa feature, wepartnered with Amazon and created an immersive test drive made entirely by audio. Activatedwith Alexa itself, anyone could test in their home what it was like to drive a BMW ix3 and feel thetechnology of a high-performance electric car.​