bmwstories online platform and bmw i china launch
TRANSCRIPT
BMWSTORIES ONLINE PLATFORM & BMW I CHINA LAUNCH
B5-CN-B Oct , 2014
BMW CHINA BRAND CAMPAIGN. 2009-2014.
1 Wave BMW is Joy
3 Wave Joy is
innovation
2 Wave Efficient
Dynamics
4 Wave All for Joy
2010 2011 2012
2009 – JOY Bible Establish
2013
6 Wave Your Passion,
Our Joy
2014 2015
7 Wave Your Driving
Pleasure, Our Joy
5 Wave Aesthetic
Innovative
Localization of JOY
BMW Innovation & Aesthetics
Dream & Passion with Inclusive Approach
From Exclusive to Inclusive
Individualized Joy
EMARKETING STRATEGY. EASY TO USE & WELL LINKED CHANNELS.
Blogger
What’s app
Youtube
YDP CN HUB
1 Billion Users
0.7 Billion People use per month
0.6 Billion Users
0.1 Billion Users
0.28 Billion Users
AG / Global YDP HUB
1 Billion Users
1 Billion People use per month
0.25 Billion Users
Best Stories Sharing
Meipai Pinco
100 million user
Independent internet world, BMW China uses the most of major Chinese SNS channels.
Resourece: Baidu Report 2014
BMWSTORIES ONLINE PLATFORM LAUNCH AT 2014 BMW JOY NIGHT.
ISETTA – Love Journey with 43 partners – Sharing Blue Lotus – Spirit of Exploration
The Birth of 3 Series Touring Passion for motorsport Eli4219 – Bold Imagination
Different stories communicate BMW with public from multiple perspectives.
Page 4
CHINA BMW STORY. CUI JIE’S BMW STORY.
Cui Jie’s husband has a dream even he never told her, that is having a BMW car. However Cui Jie knows it and keeps it in her mind. She knows that her husband works so hard for the family and puts their family before everything else. Therefore Cuijie decided she need do something to make his dream come true. One day her husband came home late after all-day’s hard work, he saw his birthday cake that was made by Cui Jie. The cake was meant to resemble a BMW car. Although her husband did not say anything, however he was so deeply touched. The life of this couple is the epitome of millions of Chinese families. They present their emotion implicitly, but that is how the happiness their own to make. This is Cui Jie’s BMW story.
BMWSTORIES ONLINE PLATFORM PERFORMANCE. 22ND SEP~9TH OCT(7 DAYS-LONG HOLIDAY INCL.)
Campaign Site Visits 691,107
Average Visits per Day 38,394 Visitors 662,000
Page View 949,378 Average Daily PV 52,743
Youku Web TV Videos Play times
Manifesto video 30sec 191,962
Manifesto video 90sec 58,635 BMW i8 video Genius 14,997
BMW i8 video powerful idea
11,578
BMW i8 video attitude 13,743
BRAND NEW-BRAND BMW I & NEW WAY OF LAUNCH.
All new BMW sub-brand
The most advanced
technology
Bridging fleet before
launch
No electric car
experience
Concern – dynamic,
charging, driving distance
Like – BMW i new design
& technology
STRATEGIC FOCUS POINTS Brand and Product Awareness
Improvement
Experience (Test Drive)
Ready for Sales
Apr May Jun Jul Aug Sep Oct Nov Dec
Delivery Pre- Sales / Dealer Test Drive / Customer treatment / display
Test Drive – Dealer, Experience day, VIP & VVIP test Drive, Motorshow, etc.
Full comm. With YDP Continuously leaking BMW i news
Start of a New Era New Era is coming
KOLs, Sponsoring, PPL, VIP shuttle, Masterhall, etc.
Key message
Communication
Experience
Branding
Sales
BMW i BMW i3/i8 Launch 60 units I3 (15 units)
Brand & Product awareness / Test Drive / Prospects & Leads Gen / Ready for Sales BMW i Official Launch / SOS / Test Drive 1 2
MAKE THE IMPOSSIBLE POSSIBLE, STEP BY STEP. BMW I LAUNCH ROADMAP.
2014. Sept. Launch Phase
2013 Premiere:
2014. Apr-Aug. Warm-Up Early Awareness
3-Nation Premiere 4-City Road show in China E-mobility media test drive
Lift Image & “Big Bang” 9.16: i8 Online Auction to donation 9.18: Bazaar Celebrity Preview Night 9.19: Bazaar Charity Night – i3 Art Car
Auction 9.21: BMW i 4-city launch Event
Afterwards Post Launch
On-target Experience
VVIP Test drive event Leading car in social
event: Master Golf, Marathon, local motor show
Wide Experience Apr-BJMS: i3 Pre-sales Announce & Test Drive May-Charging Signature Event with State-Grid &
Real Estate Jun-Wide KOL & Elite Test Drive Program Jun-BMW i public running event …etc
WARM-UP_GREEN COMPANY SUMMIT 2014.
The China Green Companies Summit is dedicated to promoting smart, long-term economic and social growth.
Event Highlight: Direct target circle of BMW i3: Over 1,200 guests from China and abroad, including the most influential business leaders, political decision-makers, and influential journalists, who represent and keen on innovation and sustainability.
WARM-UP_BEC & SH STATE GRID COOPERATION CEREMONY.
Objective: Press conf. Generate Media
Buzz
Warm-up event for i3 launch Event partners: Bang & Olufsen / Expo Group Company / Shanghai State
Grid
Bring Showroom Traffic
Generate prospects &
leads
Result: TV programs: 11 TV news programs or
automotive programs achieve
amount 2,500 million.
Clippings: 1,100 clippings by Jun. 5th.
WOM comm. / SNS(Weibo/Wechat):
287,945 Viewed , 36,051 Retweeted.
Media: 64 media (incl. 4 intl. media) Ad-value
RMB21,573,326
WARM-UP_STRATEGIC COOPERATION WITH VANKE.
Time： 22nd Jun- Dec. 2014
Location： Beijing Vanke
Property
Participants： Runner（201ppls）+ Media (45
ppls)
BMW i3 Test Driving： 53 ppls
BMW i3 Test Riding： 13 ppls
ZINORO Test Driving： 4 ppls
Media exposure:
BMW official WEIBO 5 articles, 557,000 pageviews, 57
transmit.
BMW Official WECHAT platform announce 1 article.
Official SOHU News APP announce 1 article with pictures. Customer feedback:
Emotional: WoW!！ WoW!！WoW！Is i3 model? We want it !
Rational: Worry about if they could receive special treatment
in car license lucky draw and when public
charging station and personal ones will be
allowed in China .
WARM-UP_I8 AUCTION WITH AUTOHOME.
Gained media resource value over RMB 10,000,000.
Gained 118,254,145 impression and 204,324 click .
Received 71 registration and finally Meitu CEO Wu Xinhong won the auction with RMB 2,469,000
and donated RMB 269,000 to BMW WHF in i8 launch event.
Media Strategy:
Exclusively cooperate with one auto vertical site, Autohome, to make buzz for i8 launch and gain more
additional resource.
Leverage influence of KOL, as Li Xiang, to impress i8 and its premium image.
Enhance BMW WHF brand awareness and social responsibility of BMW through donation. Result:
WARM-UP_BMW I8 EXCLUSIVE DINNER.
An exclusive BMW i8 Preview Dinner was held in the BAZAAR Charity Night welcome dinner, 56 distinguished guests are invited by BAZAAR for the dinner and previewed our i8.
WARM-UP_CHARITY NIGHT EXPOSURE.
As one of the biggest Fashion media, BAZAAR owns rich celebrity resources and influential in elite
circle.
After 11 years operation, BAZAAR Charity Night has become the iconic event in fashion circle via
Charity format. BMW official Weibo & Wechat total impression: 12,000,000 reading rate. Highlight: Rank No. 2 in 24 H charity list and No.8 in 24 H hot topic list of Sina Weibo.
WARM-UP_BMW I3 ART CAR AUCTION MOMENT. BMW i3 painting designed by the top artist Mr. Zhou Chunya was well received by guests and auctioned RMB1,900,000 by CEO of ATMU Group.
Page 15
ON-TARGET EXPERIENCE_BMW VVIP I8 TEST DRIVE. Event Venue: Chinese Courtyard.
Event Theme: Navigating the Future.
Event Participant: National media, Celebrity, Hot customer.
ON-TARGET EXPERIENCE_ BMW MASTERS & SHANGHAI MARATHON.
Targeting to use running platform to reach target
consumer.
Establish brand preference in runner group for
BMW in China.
Enhance BMW Sports and Dynamic image.
Makes BMW approachable and has huge lead
generation potential within target groups.
Shanghai MARATHON:
To fully leverage the platform of BMW Masters
2014, the activation from different angels and improvements will be developed to maximize the branding exposure, event influences, BMW car preference, enhance invited VIP guests and car owners experience and generate potential leads.
BMW i3 Test Drive for Public & VIPs.
BMW i8 Test Drive for VIP Weekend Package
Guests & Players.
Henrik Stenson World Ranking No.3
Rory Mcllroy World Ranking No.1
BMW MASTERS :
BMW I LAUNCH CONCEPT. 4 CITIES SYNCHRONIZED BIG CAMPAIGN.
Beijing
Shenzhen
Shanghai
Shenyang
Global Brand Campaign YDP with BMW i8
Big Direction :
1) Big brand campaign “YDP & BMW i integration launch” on Sept 21st
2) BMW i8 strongly support BMW as a brand shaper, especially Innovation & Aesthetic (the most important two element making BMW strong)
3) 4 cities synchronized event
Beijing – BMW CN
Shanghai – East region @ BEC
Shenyang – North region
Shenzhen – South region
Brand Campaign & BMW i Launch Cities
Experience: To create unique experience to our customer, we provided multi programs to deliver message “innovation” & “sustainability”.
2014 BMW I DEALER LAUNCH. EVENT REVIEW.
HIGHLIGHT
1 2
3 4
5 6 1. BMW i3 display 2. Sustainability 3. Interactive
vending machine
4. 360° charging 5. BMW i lounge 6. BMW i
LifeDrive
Shanghai
Shenzhen
Shenyang
Page 20
BMW I3 & I8 NATIONAL LAUNCH WITH YOUR DRIVING PLEASURE – 2014 BMW JOY NIGHT WITH.
INCLUSIVENESS Kick-of #BMW STORYIES#
SUSTAINABILITY BMW i Launch & E-mobility
strategy
BMW JOY Your driving pleasure, our Joy
BMW Brand Night 2014.9.21 Beijing Olympic Park
The most emotional event connected BMW brand with people. 700+ Media, KOL, Car Owners 1500+ BMW Employee
Video Broadcasting Performance: All ads reached 52,894,075 impression. Totally live broadcast viewer reached
778,365.
BMW 2014 JOY NIGHT SUMMARY VIDEO
Joy Night 3Mins 45Sec