Introduction
A special journey to explore humanity and nature
As a world-famous automobile brand pursuing innovation for over a century, BMW is accustomed to creating brand activities that focus on product perception, customer experience, and emotional resonance. These factors are integral to a central message - bringing customers towards a better future with low carbon and green emissions.
From 10th to 15th October 2023, BMW and Uniplan invited guests to the picturesque town of Yangshuo in Guilin, for the BMW Northern Region Pioneer Flagship Product Experience. Introducing the M Family and the GKL models, this was an event in line with BMW's Cycle Sustainability and Luxury Symbiosis. We put these concepts in practice through a special journey exploring nature in dialogue with humanity.
The Challenge
Continuously conveying the brand image of the modern luxury car
BMW wanted an event that would appeal to their high end customer base. The North Product Experience was about expanding the brand recognition beyond existing favourites. It introduced owners of the GKL to the sportier M Series while simultaneously showing M customers the inherent luxury of the GKL.
What We Did
An immersive brand experience imbued with regional characteristics
Our event allowed guests to experience the cars’ extraordinary performance through the United Nations World Heritage site of Guilin, enjoying the surging power and precise control amongst mountains and lakes. It emphasised the brand's image of a leader for luxury cars.
Guilin’s scenery was the perfect setting for our customised test drive route, based on the characteristics of the region. The route ran through past the karst rock formations and along the Li River. Travelling between the mountains and the sea, event guests could enjoy the magnificence of nature while experiencing the luxury of the new cars.
