Introduction
A privileged journey to explore humanity and nature
As a world-famous automobile brand that has been pursuing innovation for over a century, BMW has been continuously creating brand activities that integrate product perception, customer experience, personalised needs, and emotional resonance, accompanying its customers to a better future with low carbon and green emissions.
From 10th to 15th October 2023, BMW and Uniplan brought guests to the picturesque town of Yangshuo in the Guilin area, to experience the "BMW Northern Region Pioneer Flagship Product Experience", which is in line with BMW's concept of "Cycle Sustainability" and "Luxury Symbiosis". These concepts were put into practice through a privileged journey exploring nature and dialogue with humanity.
The Challenge
Continuously conveying the brand image of "luxury car"
Riding in the fairyland-like landscapes of Guilin, our event guests experienced the cars’ extraordinary performance through this United Nations World Heritage site, enjoying the surging power and precise control between mountains and lakes, and continuing to deliver the brand's image of a luxury car as the core.
What We Did
An immersive brand experience imbued with regional characteristics
Guilin’s scenery was the perfect setting for our customized test drive route based on the characteristics of the region. The route runs through the karst landscape area and along the Li River in Guilin, bringing customers a visual impression of the natural feast.
Travelling between the mountains and the sea, event guests could enjoy the magnificence of nature while experiencing the luxury of the M Family and the GKL.