BMW Group / Press Driving Event Lisbon

Launch & PR

Update 6.1 – Introduction of the new BMW 6 and 1 Series to the international trade press in Lisbon.

In spring of 2015, the BMW Group commissioned insglück with designing and executing the international press launch of BMW’s 6 Series and 1 Series. On top of the creative and logistic implementation, insglück was also in charge of coordinating all the service providers onsite. Challenge: introduce two different car models to more than 200 invited press representatives during one event. The setup included two different and elaborately constructed product landscapes to ensure the most effective presentation of each model. These captured the unique personalities and look & feel of the respective models. We also managed to create the appropriate brand aesthetics by using high-quality room and architectural design, elaborate media productions as well as static product presentations and exhibits. The press conference, held in the scope of an exclusive dinner and a healthy breakfast, provided a communication-friendly atmosphere. The product features were communicated in a modern, emotional and memorable way via large-scale projections. Extensive scenic drives, including a coffee break at a surfers’ beach, enhanced the individual product experience. The one and a half day event culminated in a lunch at Hotel Myriad’s River-Lounge Restaurant with its unforgettable 360-degree view. These intense and diverse experiences guarantee that the journalists flew home with a lasting impression of the brand.