To mark its 100-year anniversary, BMW Group looked to the future with ‘The Next 100 Years’ campaign, which included the unveiling of the Vision 100 concept car at a showcase at Munich’s Olympic Park. As a business focused on its employees, BMW wanted to hold live screenings of the event at all of its offices, to ensure every member of staff was involved. The company chose the team at agency Corporate Events to co-ordinate the screening at the Farnborough office.
The brief from BMW was to create a set for the screening that had a cinematic feel. The key was to take the innovation from Munich and reflect this into the space, to ensure that all employees received the full impact of BMW’s major event. With restrictions in height, Corporate Events used three video walls across the set instead of projection, to create a focal point. This helped create a greater cinematic impact and add to the futuristic and innovative theme that the centenary was to be focused on. The team’s biggest challenge was the live streaming of the content. The show was scheduled to start at exactly 2pm, so all timings of the welcome speeches and introductions had to be exact, with no room for error or delays. The agency used a satellite van to stream the event live from Munich, which was carefully planned by the technical team. Working with the event managers, BMW Group and the venue, the team produced a three-phase back-up plan to ensure that delegates would have a seamless show to watch if there were any glitches.
Aiming to replicate elements from both the centenary event and BMW’s next 100 years’ campaign, the pop-up cinema took on a futuristic theme, which successfully created the desired cinematic feel for delegates. Guests at the event enjoyed the ambience, entering the space through the historic car display in the atrium, which was lit with orange uplighters which dimmed down to dark blue, to replicate the suspense at the start of a film in the cinema. Guests also enjoyed a BMW goodie bag with branded Joe&Seph’s popcorn, Fiji Water and an individually boxed Kripsy Kreme donut.
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