BMW 1 series premiere
A fantastic prem1ere
Target group? From 18 - 60 year olds, all classes, a colourful mix. Potential? More than 10,000 customers and interested parties. Scope? Talk of the town, admiration. Everybody should want to be there.
The framework conditions are quickly marked out: a concert in the Munich Olympic Hall, a live act which has the potential to also fill the hall and inspire people of all colours.
The solution: a fantastic prem1ere, a seamless transition from the powerful drumming performance of Power! Percussion used to present the new BMW 1 series, a thrilling concert of the surprise act DIE FANTASTISCHEN VIER.
A complete technical challenge: the actual stage show before 10,000 guests with a reception for 800 business customers and the exhibition of 20 new vehicles on around 4,000m2 of exhibition space. In addition, this was preceded by a direct marketing process using analogue and digital communication channels, connected with press and media relations. Everything from one source, precisely planned down to the last detail and efficiently implemented. The conclusion from guests and customers: it was purely and simply amazing, a great event and an amazing show.