BMW i8 – The Ultimate Detour

The Ultimate Detour

A digital tool for creating and finding exciting driving routes.

Share your best driving route and win a BMW i8 for two weeks!

Norway is full of curvy, small roads that invite to sheer driving pleasure. In collaboration with our friends at Släger, we created the campaign The Ultimate Detour for BMW Norway – where one lucky winner got to drive a BMW i8 for two weeks in the summer of 2020.


2020 was the final production year for the BMW i8 and BMW Norway wanted to do an activity to get potential buyers one last chance to purchase the iconic sports car. Without much marketing budget, we needed to target a very specific audience we knew had a lot of passion about driving.


With a summer coming up, where literally all of Norway would be holidaymaking in their own country, the opportunity arose for BMW Norway to invite car enthusiasts to an activity that would become relevant for quite a lot of people. Where would you go in the summer, if you like the journey as much as the destination and you really enjoy driving?

The solution was the campaign The Ultimate Detour, where we let people add their favourite stretch of road into a Google map. All the contributions that came in during and after the campaign period were made available as a digital service – as a source of inspiration for tourists that enjoy driving.

The campaign has ended, but the service is still active.
Discover new detours for your next driving advernture here:

I8 desktops 2

For more information about this project, or more importantly – how we can help you – please get in touch. Let's have an informal chat on the phone, on a video conference platform of your choice, or hopefully soon in person at our lovely offices in Bygdøy allé 8.

Give Børge Sandengen, our CEO, a call at +47 924 24 888 or email
Let's make tomorrow DAYTWO!