We took BMW dealers offsite, showing them an easy roll-out event plan that really made 3 Series Coupe launch events come to life in their showrooms: Pure Coupe. Pure BMW.

Client brief:
Develop a ‘go to whoa’ communication strategy and an event plan for both the main dealer launch and multiple customer launches of the new BMW 3 Series Coupe.

ABT brand experience:
Our ‘event in a box’ concept enabled every dealership to run its own customer launch showcases. We gave dealers a practical demonstration in how even simple surrounds can transform into a pure BMW brand experience and world.

The vehicle’s positioning statement ‘Pure Coupe. Pure BMW’, was animated and conveyed via high-impact images and backdrops that were easily set up. And for max value, we ensured that display materials and systems could be re-configured for future use.

Results:
Dealers rated this launch plan their best ever, praising the ease of implementation. Statistics following the public launch showed:

• 25% of test drives actually converted into sales.
• 22% of attendees at customer launch events actually test drove the vehicles.
• 6% overall of event attendees actually purchased a 3 Series Coupe car.