Project isince 2012
Car manufacturers reinvent themselves approximately every other century. What happens when that happens? With heartfelt respect for the engineering feat, communication is tasked with translating the revolutionary into reality. In other words: To land the UFO.
The “i Team” has been working since 2007 to make the vision of sustainable, individual premium-quality mobility a reality. Down to the smallest detail. Even before production started, those in the know realized: The BMW i brand will initiate the automotive paradigm shift. In series.
But the consumer has to follow and see the car in a new light. The communicative challenge: Deconstructing patterns that have had 125 years to become manifest, building trust and transforming non-committal curiosity into determined readiness. In 2012, Dorten assumes the role of worldwide lead agency for BMW i. Unfolds and executes the global appearance of the sub-brand.
Together with BMW we develop the character of the youthful brand step by step. Two years ahead of the product launch, we are starting to prepare the public for the topic of electric mobility, exploring it from a variety of angles. We use countless motifs, shot in Munich, London, Miami, Los Angeles and San Francisco, to abandon the somewhat artificial visual tonality of BMW, presenting the “i”s in their natural environment: Where life is happening.
Headlines and copy texts sum up what electric mobility is all about. In cooperation with many partners and service providers we develop adverts and produce billboards in New York, London and Munich. We capture anticipation on film and shoot a TVC with 200 extras, two automotive protagonists and a helicopter in Chicago.
The campaign brings BMW i in touch with opinion leaders all over the world and positions it as a pioneer in the field of sustainable mobility. The numbers speak for themselves: Approximately 10,000 orders come in for the BMW i3 shortly after its presentation. The i8 is sold out before production even starts – for a whole year. To be continued.