A launch event for new BMW-models with a focus on the luxury segment, to convince the demanding target group to discover the new luxury models. For real.
The concept idea, Moments of inspiration, was summarised in this manifesto: “What is inspiration? Inspiration is everywhere, it’s around us. It’s in the noise, the silence. It’s in the touch of the finest materials. It’s in the joy of the little things we take for granted. It’s here. It’s in all of us. It’s you that inspires us. Everyday we go that extra mile for you.”
Focusing on inspiration and linking it to the target audiences’ passion, we succeeded in having a high turnout. By immersing visitors throughout the event in the world of the brand and its newest models, BMW was very explicitly linked to the world of innovation, sustainability and luxury. The message “It’s you that inspires us” also had to be clearly felt. A technical set-up with a full 360° experience ensured that everyone was really drawn into the show. The 21 cars came from all sides, surprising the guests at every moment. Every aspect elaborated to perfection.