Last week, MCI brand Hagen Invent picked up not one but two sought after Galaxy Awards for their work on the BMW 2 Series Gran Tourer International Media Launch 2015, hosted in the historic old town of Zadar, Croatia earlier this year.
The team took Gold in the category Special Events Automotive and Silver in the category PR Product Launch for their work on this inspiring press event which purposefully broke with familiar routines, involved the general public, imaginatively integrated the destination while perfectly positioning and staging the core features of the BMW 2 Series Gran Tourer.
For BMW, the launch of the new BMW 2 Series Gran Tourer, the first vehicle in the premium compact class with up to seven seats, was a significant step into a yet uncovered vehicle segment.
Hagen Invent’s Creative Solution
Hagen Invent came up with a surprising concept for the International Media Launch, which fulfilled all requirements for a successful press event while choosing inspiring new approaches.
The core idea of the event concept was a decentralized press conference – the staging of the vehicle and its main product features in three temporarily built-up living environments, which were harmoniously integrated into the historic old town of Zadar.
Instead of sitting through a classic press conference, the 460 invited international media representatives experienced the highlights of the vehicle during a guided walk through the old town with stops at the living environments “Connected Drive“, “Design“ and “Functionality“ – emotionally staged, right in the middle of the urban setting, allowing them to touch, feel and understand the product features.
For the press dinner, at the border between the new town and the old town, the international guests were greeted by a spectacular temporarily purpose-built construction – a floating transparent glass cube, which was reached only via a long floating footbridge. During the press speeches and dinner, this premium location offered an impressive view overlooking the harbour and the old town of Zadar.
International media spoke highly of the interactive approach, the exceptional charm of the destination, the special press conference as well as the smooth flow of logistics, which allowed them to process a maximum of information within 24 hours, have intensive exchanges with BMW experts as well as receive phenomenal cultural and scenic impressions of Zadar and its surroundings.
With an experiential marketing approach in public spaces and its living environments, perfectly integrated into the old town of Zadar, the BMW brand presented itself up and close to the target group of BMW 2 Series Gran Tourer, the very first BMW model which fulfils the requirements of young families. The exhibitions in the old town of Zadar were left open to the general public for a duration of three weeks – informative, barrier-free and close to people.
Both BMW management and the targeted international press were full of praise for the exceptional event concept and perfect execution of the International Media Launch – which resulted in a 98% positive press coverage!
Check out the video of the project here: