Generating excitement for BMW’s first-ever fully electric automobile amid a highly competitive market

BMW
Challenges

BMW has always placed sustainability at the core of its philosophy and strives to be an industry leader. BMW’s first-ever fully electric SAV (THE iX) launched in November 2021 at their BMW Luxury Class Showroom. To support the debut and their vision of electric driving, the showroom featured a digitalised experiential space that allowed visitors to immerse themselves in the unique features of THE iX.

The key challenge was to generate excitement for new EV available in the Hong Kong market – which was already highly competitive – by ensuring understanding amongst the public for the vehicle and generating positive story about the launch by communicating the global key message “#BornElectric: i AM THE FUTURE”. Furthermore, we were challenged to reinforce BMW’s leadership in the EV market within Hong Kong, and drive showroom visitation.

Approach

Narrative Localised the global key narrative to appeal and resonate with the Hong Kong audience. Developed strong key messages for THE iX to ensure a consistent narrative across all communications, and drive desire to know more about BMW’s new offering.

Strategy Issued a strong press release to announce the official launch of THE iX and introduced the new model clearly to local automotive and lifestyle media. The press announcement was accompanied by targeted and tailored pitching angles.

Engage Invited top tier media from relevant publications to a launch event with media luncheon to introduce and demonstrate the capabilities of the new model and generate instant news. Media were also hosted independently to further understand more about THE iX.

Thought Leadership Strategically positioned BMW as a forward-thinking brand in the market to secure high-profile interviews in local publications for the brand spokesperson. Topics included market insights on e-mobility and sustainability, the brand story and business outlook.

Partnerships To further localise the narrative and strengthen the sustainability messaging, we partnered with popular home-grown sustainable-lifestyle brand ‘Slowood’. The partnership helped convey the message that BMW was committed to sustainability, whilst remaining fashionable, premium and forward-thinking.

Mr. Martijn Oremus, Managing Director of BMW Hong Kong Services Limited (Right) and Mr. Ray Leung, Managing Director, Hong Kong and Macau of BMW Concessionaires (HK) Limited (Left) attend the media launch of the all-new BMW iX.
Outcomes
media engagement
46
media attended at the launch preview event and media luncheon
+100
media stories in print, online publications and on social media
icon reach
+199 million
reach through print, online publications and social media
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