BMW was launching the i3 series and needed a low key campaign to showcase real customers test driving the new all electric car BMWi3. The selected test-drivers were people with no prior experience of electric-powered vehicles and were captured on camera while driving the car for the first time. 

All the experiences were uploaded to a microsite and amidst videos showing families, people of different generations, dogs and friends; users were surprised with the appearance of Hollywood star Josh Hartnett. Josh took a break from filming his new series Penny Dreadful, also starring Eva Green and Timothy Dalton, to try the new electric car. You can see a sneak peak of his reaction on the video above. 

Prima was involved in the whole process: from negotiating and guaranteeing the talent's participation to coordinating the filming in Dublin as well as overseeing the PR strategy.