This project is to create an advertising campaign that will introduce the newly launch BMW i Series. Electric cars are still new to some of the car drivers. Their uncertainty for its performance, difference with other models, and it can be stand out from other competitors who also have electric cars. “Going Beyond Electric” - BMW i Series is not only bringing a new options to car buyers, but hoping to be part of their lifestyle in a long run.
This was a group collaboration, in this project I worked the role of designer and researcher.
Upscale, affluent, urban city dwellers who have previously owned a vehicle but are looking for an alternative, sustainable mode of transportation in the city, with minimal environmental impact. The target are early adopters who would drive a Tesla (the country’s best selling electric luxury vehicle), however Tesla’s S model is twice as much as the BMW i3.
The BMW i3 is a re-invention of urban mobility. It’s “Born Electric”. In the long run, they want “Going Beyond Electric”.
People are looking for an affordable, sustainable vehicle that would maintain or improve existing lifestyle, as well as protecting the environment.
To introduce BMW’s i3 all-electric vehicle to an urban target audience as an innovative “Eco-friendly” luxury vehicle in a digital space. An online integrated campaign is created to introduce the product. Start from a call to action for test drive launched on official website, followed by product fact post on Facebook, Twitter, and Instagram. An animated web banner will be showcase on online car dealer site such as Top Gear, Consumer reports, or CarDriver.
