BMW X2 LAUNCH

TitleBMW X2 LAUNCH
BrandBMW CHINA
Product / ServiceBMW X2
CategoryD03. Live Events
EntrantJACK MORTON WORLDWIDE Hong Kong, HONG KONG
Idea Creation JACK MORTON WORLDWIDE Hong Kong, HONG KONG
Production JACK MORTON WORLDWIDE Hong Kong, HONG KONG

Credits

Name Company Position
Lucille Essey Jack Morton Worldwide VP, Executive Creative Director
Shirley Lee Jack Morton Worldwide SVP, Director of Client Services
Jack Feng Jack Morton Worldwide Executive Producer
Clarisse Lau Jack Morton Worldwide Lead Show Producer
Mandy Liddell Mandy Liddell Choreographer
Marco Iannelli Jack Morton Worldwide Musical Director & Composer
Pan Wenquan Jack Morton Worldwide Art Director, Content Studio
Jeremy To Jack Morton Worldwide Associate Creative Director
Jennifer Cheng Jack Morton Worldwide Producer
Kong So Jack Morton Worldwide Senior Graphic Designer
Zoe Ng Jack Morton Worldwide Senior Graphic Designer
Rumin Wang Jack Morton Worldwide Senior 3D Designer
Ada Wong Jack Morton Worldwide Technical Director
Jessica Cheng Jack Morton Worldwide Producer
Michelle Ho Jack Morton Worldwide Producer

The Campaign

China which has traditionally been a society that strives for the common good over individual desires. The desire to pursue one’s true identity is growing stronger amongst consumers, especially the young, urban, independent consumers who are the targets of BMW X2. With this activation, we saw the perfect opportunity to tap into people’s innate desire to pursue freedom and discover their authentic selves. The X2 is a vehicle for people who dare. A disruptor, and rebel in the market with a provocative spirit, in a daring gold colour, this car breaks away from tradition and makes a powerful statement in a world of conformity. To communicate this, we created a cathartic experience that completely abandoned the constructs of a traditional car launch and challenged visitors to unlearn everything whilst discovering their own true identity, their “heart of gold”.

Creative Execution

For the event, we created a multi-sensory environment reflecting a microcosm of society. Both guests and performers were given full-face, gold masks and white laboratory coats to gain access to the experience, making everyone anonymous. Guests were immersed amongst the performers and became active participants of the experience. Guests entered a mirror maze which disorientated their perception of reality, complete with customised music, designed to create an eerie ambiance, setting the mood for an intense unveil of the X2. As the narrative unfolded, the group realized they were trapped and being watched, desperately looking to escape. Tension grew, guests were provoked into a rebellion and physically broke down a wall, leading to the reveal of the X2, a symbol of freedom. Liberated, guests removed their masks! They celebrated their triumph as they came face-to-face with a giant, anatomically accurate heart of gold representing their very own "heart of gold."

Indication of how successful the outcome was in the market

As the very first car launch using immersive theatre, the event was a smash hit. • Over 25 million RMB in media value generated • In excess of 106 million pageviews on social media channels • 415 qualified sales leads within the first month after the launch • Incredible testimonials from attending guests describing the event as “Incredibly cool” and “attractive and fun” • The event was followed by a 2-week public showroom, and over 8010 visitors attended Most importantly, the event touched the hearts of young Chinese consumers and created an ongoing conversation. “BMW has accurately captured the insight that young consumers are open and inclusive, but eager to challenge and break through their boundaries,” said one guest. Another guest, after attending the event, reflected on the question “in the age filled with anxiety, what is our way out?”