Media reps: 30 pax (Beijing)
BMW product manager: all-new BMW 7 series history and brand culture
BMW technical engineer: all-new BMW 7 series design and energy management system
BMW driving instructor: all-new BMW 7 series driving essentials and precautions
Progressive product presentation method facilitating attendees' thorough understanding of the all new BMW 7 Series
Open-road test drive:
A test-drive route reflecting the salient points of the all-new BMW 7 series brand and combining city roads and expressways was selected to facilitate media reps' free and thorough exploration of the products' performance.
Activity program and site layout were designed in accordance with the lifestyle standard represented by the all-new BMW 7 series, and in line with its brand positioning.
Design of the lifestyle experience event emphasized a sensory experience closely matching the product characteristics of the all-new BMW 7 series. Through accurate site selection and content design, key product characteristics were successfully and accurately communicated: innovative design, refined quality, attention to detail, enjoyment of a refined lifestyle.
Vehicle management team arranged professional door-to-door pick-up/drop-off service to reflect luxurious and refined business concept.