BMW 4 Series Launch
Our team were approached to design, build and install a 100% unique product launch for BMW New Zealand and their new 4 Series vehicle. Provocative design, deserves a provocative launch. We will unveil this vehicle to consumers in one of the most visually arresting ways – by creating it’s own “red-light” window display, inspired by the naughty corners of Amsterdam.
THE BRIEF
— Execute an earned marketing campaign, that draws attention to THE 4.
THE OBJECTIVES
— Increase consumer awareness and consideration
— Build product credibility via third party endorsements
— Leverage the unique approach to THE 4’s design, to build a halo for the BMW portfolio
— Generate leads or test-drives where possible
OUR APPROACH
With such a provocative launch we knew we had to REALLY hit the nail on the head as stereotypical marketing conventions and lines were being extremely pushed. The activation received huge attention from BMW Global and the eyes of one of the worlds biggest car brands were on us and what we could deliver. One of Europe’s sexiest cities, Amsterdam, was deemed a fitting setting for this sleek, stunning vehicle. Attendees to this one-of-a-kind pop-up were invited to enter the ambience of the Amsterdam red-light district, where an authentic street scene awaited them. There, the distinctive new BMW was ‘on display’ in a brick shop-front window, set off by seductive red lighting to underscore a sophisticated, sultry vibe. The pop-up cemented the Amsterdam experience with iconic flower beds and bicycle props lit by ambient street lamps. Battling through the rain our team installed the custom made panels in sections in the morning and by nightfall, members of the public were enjoying the hustle and bustle of Amsterdam.
Burnt Red Loft Brick wall panels were selected to recreate a realistic warehouse brick finish. Far from a cookie-cutter design, the faux brick cladding is detailed with nicks, chips, cracks and elements of natural wear and aging found in established brick walls. Brick rows alternate between full and half bricks, adding variation. When you’re reconstructing the streets of one of Europe’s most visited capitals, to showcase one of Europe’s best car brands, you have to get it right! Handmade on the continent from moulds taken off real-life textured walls, Muros lightweight brick cladding offers a natural aged rustic appearance, containing subtle imperfections and colour variations.
BEHIND THE SCENES
“I wanted to say a huge thank you to you all for all your efforts across the BMW The 4 activation.
You had the patience of saints and we really appreciated all your hard work making the activation look amazing! So many people were amazed by the brick work and I heard loads of comments about how great the structure and props looked.
It’s been really cool working with you both and I hope we can work together again in future!”