One of the world’s leading luxury automotive brands, BMW, required an exclusive, invitation-only lifestyle launch experience to reveal its latest seventh-generation 5 Series sedan. Freeman partnered with BMW Asia to design, customise, and deliver in 10 weeks a never-before-seen, immersive show experience that fully embodied the persona of the vehicle, and its protagonist, the Business Athlete.
Strategically presenting the brand
The essence of the BMW 5 Series had to be displayed at each guest touch point, and the premium nature of the BMW brand had to be reflected at all levels of interaction. Strategy centered around making guests understand what it means to be a BMW 5 Series driver and fully embody the persona of the vehicle. The world's most progressive sports-business sedan is desired by the successful, the self-determined, and the ambitious, and the event had to personify each of these characteristics. And so "DRIVE. RELEASE THE POWER WITHIN" was born.
Building the experience
A progressive event experience started from the moment guests arrived. MES Theatre underwent a transformation for media and guests to immerse themselves in the essence of the BMW 5 Series. A customized live show featuring performers from all over the globe combined elements of circus, dance, aerialists, and a narrative with a beautifully bespoke score specially commissioned and composed by BMW. Guests then had the opportunity to get up close and personal with the vehicle, devour delicacies by Michelin-starred chef Emmanuel Stroobant, and listen to the sultry sounds of Asia’s most successful DJ, Nicole Chen.
Delivering the results
The all-new BMW 5 Series launch was the largest BMW Asia brand experience ever to be executed in Singapore, with over 3,000 guests who attended the event over four days. Influential press covered the campaign with cover stories featuring the event. To date, BMW Asia’s Facebook page has had over 28,000 engagements and 6,400 new page followers, and the numbers are still climbing.
guests over four days
engagements on BMW Asia's Facebook page
new page followers