The BMW ElectrifYou campaign is not only intended to attract attention and sales, but also to provide comprehensive information on the topic of electromobility and to hopefully change prejudices. With our concept of the e-boutiques, we connect the topic with the urban lifestyle and appeal to the audience by relating it to their own everyday life.
The issues of sustainability and mobility are now increasingly part of everyday life, especially in urban areas. Sustainability is no longer a green niche topic, but a modern lifestyle. With our concept of BMW & MINI e-boutiques, we combine the topic of electromobility with urbanity by being directly present in the busy zones of city centres. We illuminate the topic of electromobility from different angles and let guests test the sustainable BMW and MINI models in their own everyday lives. In this way, the BMW & MINI e-boutiques appeal to all those for whom sustainability is a lifestyle issue.
We implemented the e-boutiques as a pop-up within the PKZ WOMEN in Zurich, as well as in public places in Lausanne and Lugano, as a temporary AirClad construction from our partner, Messerli. With ElectrifYou, BMW Switzerland put the spotlight on its entire all-electric and hybrid product range of the BMW and MINI brands. At each location visitors were able to explore exhibition vehicles and arrange extensive test drives at local dealers. Exclusive 24-hour road trips including an overnight stay for two in Swiss partner hotels were raffled among all test drivers registered on the campaign website.
Furthermore, interactive information opportunities were to be discovered in the e-boutiques in addition to the vehicles. Besides exhibits on sustainable materials in production and the life cycle of a car battery, an interactive touchwall on the topic of electromobility in everyday life formed the centrepiece of the exhibition. A café corner and BMW & MINI lifestyle products rounded off the visitor experience.
Facts & Figures
Client: BMW Group Schweiz
Category: PR events | Public events | Trade fair stand construction
Location: Zurich, Lausanne, Lugano
Date: May – July 2021
Our assignment: Concept, construction and implementation of a roadshow as part of BMW’s «ElectrifYou» campaign.