The Campaign

With the goal of creating a deeper, enduring emotional response to the all-new BMW 5 Series, we designed the four-day, invitation-only event around the concept of the ‘Business Athlete’ and the theme “DRIVE. RELEASE THE POWER WITHIN.” Memorable, unexpected experiences were devised that would creatively embody the all-new BMW 5 Series’ key touch points, including power, performance and agility, technological advancement, design and comfort. The event was conceived to showcase the car’s foremost attributes and innovations in the format of a live show and surrounding experiential receptions; events that would result in resounding social amplification, extensive press coverage, and have a lasting, positive impact on guests. The strategy centered on providing guests with a poetic, yet crisp and clear idea of what it means to drive the world’s most progressive sports-business sedan — the vehicle of choice for the successful, self-determined and ambitious individual that is the ‘Business Athlete’.

Creative Execution

Guests arrived to discover Singapore’s ultra-modern MES Theatre transformed by us into the world of all-new BMW 5 Series. Enjoying unique cocktails, champagne and canapés crafted by Michelin-starred Chef Emmanuel Stroobant, pre-show, guests engaged with a sensorial fragrance experience reflecting BMW’s bespoke scent offering, and were encouraged to share socially with a custom GIF photo booth. The bespoke, one-hour show — supported by 330 staff, and featuring the talents of 30 Cirque du Soleil cast members and 10 Olympic athletes — comprised five awe-inspiring performances complete with huge screen effects, each highlighting features of the car. Following the show, guests took an intimate look at the vehicles at the DRIVE Experience Plaza. This engaging brand environment was augmented by cuisine from top chef Stroobant, meet and greet sessions with Pugh, and the sultry sounds of social media star and Asia’s most successful DJ, Nicole Chen.

Indication of how successful the outcome was in the market

The launch of the all-new BMW 5 Series was the largest BMW Asia brand experience ever to be executed in Singapore, with BMW’s desired attendance numbers vastly exceeded. Social media reach: The traction from the event carried over onto BMW Asia’s Facebook page, which saw over 28,000 engagements and over 6,400 new page followers. Exceed KPIs: BMW sought to attract 3,000 guests, but successful secured 4,000. Press coverage: More than 60 media professionals from the business, automotive, lifestyle and technology sectors attended the event, resulting in the launch being covered extensively across channels including print and online, social media and video blogs, which generated even more buzz and excitement around the new car. Ultimate business athlete Lewis Pugh secured eight media interviews with top-tier outlets including the major national newspaper, The Straits Times, leading men’s magazine Esquire, and TV network Channel NewsAsia.

•Act 1: Believe. Maritime lawyer, UN Patron of the Oceans and extreme swimmer Lewis Pugh delivered an opening speech recounting his incredible swim across the North Pole. Nicknamed ‘the human polar bear’, Lewis exemplifies the ‘Business Athlete’, and delivered a message of inspiring against-the-odds achievement. •Act 2: Connect. A poetic depiction of technology and innovation centered around BMW Connected Drive technology was created through contemporary dance and light manipulation. •Act 3: Accelerate. With a dynamic, passionate drum performance, pulsating rhythms and high-energy dance represented the car’s power, agility and driving dynamics. •Act 4: Immerse. The luxurious, tactile beauty of BMW 5 Series’ interior was rendered via a performance of silk aerialists and the emotive appearance of a solo violinist, rising magically from beneath the stage. •Act 5: Empower. A dynamic acrobatic display embodied characteristics of the car such as stamina, momentum and a desire to defy limits.