BMW | 1er Premiere

A fantastic prem1ere

Target group? From 18- to 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 defined: a concert in the Munich Olympic Hall, a live act that has the potential to fill the hall and inspire all sorts of people.

The solution: a fantastic prem1ere, a seamless transition from the drumming performance of Power! Percussion used to present the new BMW 1 series, a thrilling concert of the surprise act DIE FANTASTISCHEN VIER.

A 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 4,000 m2 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 realised. The conclusion of guests and customers: it was purely and simply amazing, a great event and an incredible show.