BMW Electrified Tour
BMW Canada’s Electrified Tour engaged EV enthusiasts at major Canadian shows, emphasizing sustainability and showcasing the BMW i4, iX and pre production 2024 i5. Faced with intense competition, our team organized strategic partnerships and innovative experiences to ensure a stand out experience while driving exceptional lead generation opportunities.
Background
In 2023, the BMW Electrified Tour embarked on a cross-country journey to connect BMW Canada with the rapidly growing community of electric vehicle (EV) enthusiasts. This initiative made its presence felt at two electrified auto shows, first at the Montreal Electric Vehicle Show in April, and later at the first-ever Canadian Fully Charged LIVE Show in September.
The primary objective of this initiative was to forge meaningful connections with prospective customers and existing EV owners, with the additional aim of igniting enthusiasm regarding the future of BMW’s electrification and its ownership benefits.
At the Montreal Electric Vehicle Show, BMW Canada’s presence consisted of two distinct exhibit spaces. The first, an exhibit booth space, served as the platform for static displays that showcased the innovative and sustainable aspects of BMW’s brand and its EV lineup. The second space, the test drive area, provided attendees with an opportunity to experience the remarkable BMW i4 and iX through on-site test drives. At the Fully Charged LIVE Show, BMW’s presence was furthered to include a third exhibit space: a satellite display of a pre-production 2024 i5.
Challenge
Participating in these two auto shows presented us with a challenge – in an arena where numerous competing brands converged under the same roof, we needed to find a way to ensure that BMW’s exhibit spaces and on-site guest experience stood out among the crowd. This raised a fundamental question: how could we guarantee an exceptional and memorable experience for all guests?
Challenge
Participating in these two auto shows presented us with a challenge – in an arena where numerous competing brands converged under the same roof, we needed to find a way to ensure that BMW’s exhibit spaces and on-site guest experience stood out among the crowd. This raised a fundamental question: how could we guarantee an exceptional and memorable experience for all guests?
Solution
Firstly, we cultivated strategic partnerships with brands that aligned with BMW’s sustainability story. For example, in collaboration with hinterhouse in Quebec and Wickaninnish Inn in British Columbia, guests were able to participate in the on-site contesting to giveaway a luxury getaway for two while learning about BMW’s sustainability story along the way. Additionally, we introduced the BMW Café in collaboration with Dispatch Coffee, offering an exclusive treat for guests expressing interest in BMW.
Drawing from our experience at the Montreal Electric Vehicle Show, the team ensured strategic booth selection at Vancouver’s Fully Charged LIVE to keep BMW at the forefront of each attendee’s mind. As a result, the pre-production i5 satellite display was thoughtfully positioned on the pathway that all attendees passed by before entering the exhibit hall. On the main level, the BMW exhibit booth was strategically positioned at the entrance of the exhibit hall, ensuring it was one of the first sights to greet visitors. Finally, a dedicated lounge was introduced in the test drive area, providing a comfortable space for guests as they awaited their test drive slots.
Results
BMW’s presence at both the Montreal Electric Vehicle Show and the Fully Charged LIVE Show delivered exceptional results. Guests displayed a remarkable level of enthusiasm, actively participating in BMW’s sustainability contest. Moreover, the BMW Café garnered unwavering popularity, evident from the consistently long lines of eager attendees. Additionally, the test drive slots were in high demand, with the majority of days fully booked at both auto shows. These results validate the team’s strategy and underscore the effectiveness of the approach in connecting with the audience and creating a memorable brand experience.
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