To spark a shift in the perception that the German carmaker was lagging behind in electric mobility and celebrate BMW’s latest business landmark - the delivery of the 100,000th electrified BMW in 2017 - we spectacularly transformed our oldest landmark, one that has never been used before for communication purposes. The four-cylinder tower in Munich – BMW’s headquarters and symbol of the gasoline engine – become, thus, on December 18th 2017, an icon of BMW’s vision for the future. For the delivery of the 100,000th electrified BMW, we invited people to the tower to celebrate this historic moment together. A carefully choreographed spectacle of light turned the four cylinders into four 101-metre-high electric batteries.

In the public’s view, German carmakers were lagging behind in electric mobility. But with 100,000 electrified vehicles delivered in 2017, BMW outshone even brands like Tesla. It was time to share this fact not only with our competitors, but also with the entire world. We were briefed to mark the delivery of the 100,000th electrified BMW, an i3, with a message about BMW’s vision for the future that should generate a positive response across the world and shift the perception about the brand.