Deep inside the development teams at BMW was a concept car upgrade known as the eDrive system – a hybrid gamification system that intelligently switched driving modes depending how and where drivers drove, thus earning users points towards maintenance, fill-ups, and other perks. BMW needed this story to be told.

Our video production and content team was flown out to Frankfurt, Germany during IAA (The International Motor Show) to give first-look media coverage of their X5 plug-in hybrid car with the eDrive system installation.

We developed a messaging concept around “The Car That Communicates with the City”, crafting written and visual assets to market this revolutionary innovation in automobiles.

This engagement with BMW was such a success that we were brought on for two more activations, playing a big role in introducing the world to the BMW i3 Urban Suite and the BMW Concept i4.

Across all three engagements, we garnered millions of impressions and crafted narratives for their new innovations they still use to this day.