Vizeum and Nine have teamed up to take the car showroom into the future in a new campaign for BMW. Vizeum reckons it's the "the future of the car showroom".
The campaign features virtual driving experiences for the new BMW Series 2 Coupe, letting Aussies experience the car's performance in both the real and virtual world for the first time – and providing a glimpse at what the future of test-driving could look like.
The campaign website lets participants experience a BMW Driving Experience virtually, prior to booking to attend the real thing at one of BMW's Driving Experience days. Videos on the site capture the car being pushed to its limits and feature pop-ups with information on the likes of over and under-steering, effective braking and following the idea line around the race track.
Personalised content from the Driving Experiences will also be instantly accessible to participants and on the website so they can share it and boost consumer engagement.
Lisa Vercoe, business director at Vizeum, told AdNews: “This is definitely the future of the car showroom. More and more auto brands this year are focusing on engaging with specific audiences in ways like this. There is definitely a shift and a desire from consumers and also from brands to interact in this way.”
Vercoe said the campaign is already proving a success: “This was about engaging an audience prior to even talking about sales. It also provides tools for advocacy – people can share their experiences. The uptake has been fantastic – people are paying for a BMW-branded experience.”
Vizeum partnered with Nine for the project, allowing BMW access to Channel 9, Bauer magazines and digital via Mi9.
Stuart Jaffray, brand communications and marketing services manager at BMW, said the combination "will leave prospective buyers in no doubt about the quality of this ultimate driving machine.”
The campaign is supported by print and this spot for cinema and TV, by Ogilvy:
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