A new age of electric
The global launch of the BMW iX and i4 saw record pre-sales at retail and to keep the momentum high, the brand wanted to honour retailers with their efforts to date and engage depositors locally and introduce BMW’s newest electrified models to a new audience of electric curious customers in EV-centric markets.
Background
BMW's global launch of the iX and i4 ignited a surge in pre-sales, propelling their electrified mobility plan to new heights. To keep the momentum high, the brand wanted to reach new prospects in EV-centric markets during the holiday season where there was sizeable reach and opportunities to generate digital impressions.
Challenge
With the increase of automotive brands focusing on EV, our mission was centered on crafting tangible, real-life experiences that seamlessly amplified the brand’s electrified momentum.
Challenge
With the increase of automotive brands focusing on EV, our mission was centered on crafting tangible, real-life experiences that seamlessly amplified the brand’s electrified momentum.
Solution
To honour early depositors and propel retail momentum, the programming was built to be a nationwide tour, collaborating with every Canadian BMW Retailer to showcase the BMW iX and the BMW i4 in-store.
In the EV-centric Vancouver and Montreal markets, we layered on strategic brand partnerships, aligning with our goals of reaching sustainability-focused prospects, fostering brand interaction, and achieving various other metrics.
The BMW iX made a stunning debut at the authentically German-inspired Vancouver Christmas market drawing 245,000 from across the lower mainland. The BMW Born Electric exhibit featuring the BMW iX, offered an interactive experience aimed at enlightening visitors on the sustainability narrative.
Expanding upon the success on the west coast, the sponsorship we secured between BMW Canada and Montréal En Lumière provided for an elevated activation of the BMW Born Electric exhibit to delve even deeper into the journey of sustainability. With both the BMW iX and the BMW i4 showcased, the festival, nestled in the picturesque Quartier des Spectacles, drew an impressive one million attendees over 17 activation days.
Results
- Programming at every retailer to honour early depositors and drive additional momentum at retail over 73 event days.
- In Vancouver, 42 activation days provided access to 245,000 attendees (and over 14 million digital impressions).
- In Montreal, 17 activation days provided access to over 1,000,000 attendees (and over 38 million digital impressions).
Core Contributors
