In November 2017, for the first time in the company’s history, BMW presented two new products of the sub-brandsBMW i and BMW M at a joint international media event: the new BMW M5 with itsoutstanding motorsports heritage and high performance. And the BMW i3s which redefinessustainable premium mobility
Aim andkey challenge: to present both innovations not only at the sametime, but on equal terms within their respective brand worlds.
The motto of the event provided the solution: “Brothers in Mind” – as both models, as different as they may be, equally reflect the DNA of BMW and share BMW’s core values: Brothers in Mind – Connected through Performance.
Highlight and centerpiece of the event took place in the evening when the BMW i3s and the BMW M5 physically “met” in an impressive staging on the Circuito do Estoril race track. By using elaborate LED installations (large LED mesh and about 1,500 feet of LED sticks) in the colors of the BMW M and BMW i sub-brands, technical partner POOLgroup transformed the grand stand and track into the perfect stage for the two protagonists, bringing the worlds of the two models together as a unified design. A 10-minute long spectacle with an impressive choreography of light, sound and speed presented the BMW i3s and BMW M5 both independentlyandas equals, true to the motto “Brothers in Mind.”
The result? Outstandingly positive press coverage that exceeded all expectations! Benedikt Torka, Product Communication & International Press Events, BMW Group: “Seeing the event set-up in the pits and the show on the race track was impressive as it looked exactly lilke the renderings presented to us by HAGEN INVENT more than a year earlier. HAGEN INVENT perfectly understood the core of our brand and successfully met the challenge of jointly presenting our sub-brands BMW M and BMW i at the same press event and on equal terms. The whole concept, event design and staging all reflected the core idea of a common BMW DNA while paying tribute to the uniqueness of each model.“
