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BMW Group

BMW
Future Experience

hps Jardine was tasked with creating a campaign to increase awareness of BMW’s futuristic ‘Next 100 Years’ experience at the Camden Roundhouse and to drive footfall to the event.

  • 1.5 million

    potential visitor reach

  • 3,000

    360 degree VR headsets distributed

  • 5,000

    hologram prisms given away

To celebrate its centenary, BMW looked to the ‘Next 100 Years’ of mobility rather than looking back at the last hundred.

Our big idea was to create a vision of London in the #Next100 Years using cutting-edge technologies to reflect the progressive BMW Group vision cars.

Innovative thinking

A series of pop-up events were created at iconic London locations, inviting the public to immerse themselves in the future; these featured a spectacular hologram video, 3D assets and unique artwork for the Vision of London panorama that laid virtual reality over real-world photography.

Building for the future

Several exclusive VIP evenings offered private viewings of the experience, while a successful schools’ programme delivered CSR in a unique way, inspiring the next generation of BMW drivers with interactive experiences relevant to the national curriculum and the exhibition.

Between the event itself, the experiential campaign, schools’ programme and premium giveaways, the BMW Group Future Experience was a huge hit with visitors and created ‘talkability’ on social media, bringing the BMW Group brand closer to customers.

As part of our Centenary celebrations we challenged hps group to come up with a creative and innovative campaign to engage audiences and drive footfall to the ‘BMW Group Future Experience’ at the Camden Roundhouse. That is exactly what they delivered. As part of the campaign, they created two world-firsts: a futuristic panorama of London based on real photography, incorporating our ‘hero’ BMW Vision Vehicle, via virtual reality headsets; and a hologram video and prism for people to get a taste for the event via mobile devices. The agency helped create a real wow-factor, delivering the entire campaign in just eight weeks. They are full of great ideas, have a fantastic ‘can-do’ attitude and are a great team to work with.

Yvonne Holden, General Manager - Events, BMW Group UK

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