BMW

CHALLENGE

With the launch of the all-new 7 Series, BMW tasked us to develop a holistic launch campaign targeting high net-worth individuals in South Africa. The launch needed to be a perfect representation of the vehicle’s key features of luxury and innovation.

INSIGHT

The launch of the BMW 7 series meant that the brand needed to talk to a new customer that is extremely discerning. Through Business Anthropology, we discovered the following key insights about this customer.

• Exclusivity is important.
• They are accustomed to owning and experiencing things that not everyone else can or will experience/own.
• They’re hard to reach.
• Time is a luxury for them.
• They are bombarded with communication from multiple brands.
• The collection of art is very relevant and is often seen as a status symbol.

THE INVITE

The BMW 7 Series launch invite was a perfect representation of the all-new BMW 7 Series in both luxury and innovation, and each invite was hand delivered to invitees across South Africa. We created 500 bespoke coffee table books using a limited-edition 7 Series brochure we imported from Germany. 

Encased on the left-hand side of the book was an Android tablet device that plays a video of Managing Director of BMW Group, South Africa, personally inviting each prospect to the event.

At the back end of the video, we created an application that allowed us to track and measure RSVPs and prospective engagements in real time.

Once the video ended, a screen appeared asking invitees if they would like to attend the event and they could RSVP ‘YES’ or ‘NO’ in real time.

THE EVENT

Attendees were chauffer driven to the exclusive launch of the all-new BMW 7 Series at the Nirox Sculpture Park where a modern structure was erected for this launch. 

The event ran over several nights and each event was hosted by the Managing Director of BMW Group.

Attendees enjoyed an evening of gastronomical fine dining in a fully immersive 360-degree sensory experience, equipped with projectors and sound systems that allowed the environment to change throughout the 7 courses of the evening.

The evening concluded with a big reveal of the all-new BMW 7 Series.

THE GIFT

To complete this luxury experience, we gave attendees a thank you gift.

We sought out and commissioned renowned South African contemporary artist, Nelson Makamo, who is a master of capturing human expression.

We asked Makamo to capture the expression of growth and change, symbolic of BMW’s evolution into the world of luxury. An art piece that would continue to appreciate. An art piece titled: Resolute.

In collaboration with printmaker, Mlungisi Kongisa, we produced an edition of 220 prints each signed and numbered by Makamo.