PR > Techniques

BMW VISION INEXT WORLD FLIGHT

VOK DAMS AGENCY FOR EVENTS AND LIVE-MARKETING, Wuppertal / BMW / 2019

CampaignCampaignLayout(opens in a new tab)
Case Film
Presentation Image
1 of 0 items

Overview

Credits

Overview

Why is this work relevant for PR?

The BMW iNEXT World Flight is a never seen pr event which introduced the new BMW Vison iNEXT to 400 media representatives on three continents and four cities in no less than five days. Thus BMW’s new flagship vehicle was launched worldwide almost at the same time. Nothing less than the interior of a Lufthansa Boeing 777F became the stage for BMW’s embodiment of the car of the future. For this the cargo plane was converted into a high tech, future driven stage, a setup with complex production and logistic challenges, resulting in high media coverage for the brand worldwide.

Background

With the Vision iNEXT, BMW is outlining its vision of future mobility. Thus BMW asked for a visionary event setting for the visionary approach. The key objective of the BMW iNEXT launch was to create as much positive publicity as possible in the shortest amount of time. To reach this objective a differentiating and visually attractive concept was desired.

Describe the creative idea

Three continents, four cities in no less than five days: Inspired by Jules Verne’s “Around the World in 80 Days” the BMW iNEXT was brought to the press in a future driven and highly efficient Lufthansa cargo plane kitted out with a high tech presentation setup. The attention-grabbing and logistically challenging presentation started in Munich followed by NYC, San Francisco and Beijing. Due to the tight schedule, the new model could be launched worldwide almost at the same time.

Describe the PR strategy

With the Vision iNEXT, BMW is outlining its vision of future mobility. Thus the BMW iNEXT World Flight is a unique pr event for the launch of BMW’s new flagship. Instead of bringing media representatives to BMW, the new BMW Vision iNEXT was brought to world’s media representatives - more specifically to 400 media representatives on three continents and four cities. The visitors were convinced of the new BMW iNEXT inside of a Lufthansa Boeing 777F, which was the stage for the product presentation. The key objective was to surprise international media representatives with an impressive, never before seen setting and of course to create as much positive publicity as possible in the shortest amount of time.

Describe the PR execution

The BMW iNEXT was presented on three continents, four cities in no less than five days. The entire setup had to be quickly and safely converted from flight to presentation mode for each stopover. After each landing the crew had eight hours to build up the setting and four hours to dismantle the scene before the plane left to the next destination. The concept vehicle was presented on a build-in turntable, surrounded by extraordinary light and video installations.

The visitors where picked-up in groups from the hotels and accompanied through the security check of the airports. After that they were welcomed in the pre-boarding area which was setup especially for the guests. From there they were taken over the airfield to the presentations room inside the of a Boeing 777F, where they could convince themselves of BMW Vision iNEXT. Afterwards they came together with BMW representatives in the launch area.

List the results

The large media interest in the presentation of the new BMW iNext is to be emphasized. Especially in German and US media outlets (German: e.g. Bild am Sonntag, Auto Bild, spiegel.de; US: e.g. cnet.com, forbes.com, jalopnik.com). Overall media contacts: 23.89 million on iNEXT. Social media engagement: 60.822 interactions on Social media. Social media interest in the BMW Vision iNEXT generated an overall potential reach of almost 42 million, mostly driven by far-reaching blogs as well as Twitter.

More Entries from Launch / Re-launch in PR

24 items

Grand Prix Cannes Lions
THE TAMPON BOOK: A BOOK AGAINST TAX DISCRIMINATION

Other FMCG

THE TAMPON BOOK: A BOOK AGAINST TAX DISCRIMINATION

THE FEMALE COMPANY, SCHOLZ & FRIENDS

(opens in a new tab)

More Entries from VOK DAMS AGENCY FOR EVENTS AND LIVE-MARKETING

24 items

SEAT PRESS CONFERENCE GENEVA MOTOR SHOW 2014

Use of Promotional Events & Stunts

SEAT PRESS CONFERENCE GENEVA MOTOR SHOW 2014

VOK DAMS AGENCY FOR EVENTS AND LIVE-MARKETING

(opens in a new tab)