The international launch of the BMW i3 was simultaneously held through a live broadcast in three major cities – London, New York, and Beijing. The campaign for the new electric vehicle started online by launching a film and a redesigned website, along with a reinforcement coming from the social network communications. A television campaign will follow suit in November to coincide with the car’s pan-European market launch. The campaign is designed as a continuation of BMW i’s urban brand positioning since its February 2011 launch.
The redesigned BMW i3 website allows interested individuals to learn more about the technological concepts behind the electric vehicle. It also allows potential buyers to configure the i3 and register for a test drive through social network sites.
The BMW i3 is the world’s first premium electric vehicle designed to guarantee a zero-emission BMW driving pleasure. Moreover, it creates new possibilities for driving pleasure, sustainability, and networking in urban traffic. The visionary design concept behind the car is putting together the typical BMW sportiness with the efficiency of an economy class car. Innovations in the car include a carbon fiber reinforced plastic passenger cell, driver assistance systems, and BMW ConnectedDrive mobility services.