BMW i8 digital activation

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client : BMW
Agency : Hive Advertising Agency

www.hive-ad.com
creative director : Sameh el taweel
art director : Mohamed shoukry
designer : Ahmed abdo

Background :

The BMW i8 was created to revolutionize its vehicle class. As the first sports car with the consumption and emission values of a compact car. The strength of the plug-in hybrid lies, among other factors, in the perfect synchronization of electric motor and combustion engine, which makes itself apparent in maximum efficiency and dynamics on the road. The first sports car that even accelerates the zeitgeist. A vehicle that fascinates. With innovative LifeDrive architecture, ground-breaking materials such as carbon, layering design and numerous intelligent BMW EfficientDynamics measures.
The BMW i8 was successfully lunched in the Middle East in February 2014 and created a big buzz in the region. To capitalize on the success of the BMW i8, BMW requested to take the experience to a new level by creating an online activation that will give customers and (current and potential) the BMW i8 experience. On an emotional and informative front at the same time

Objectives:
- Capitalize on the success of the BMW i8 Launch to create a halo effect that will drive customers to consider BMW as the brand of Innovation, Design and state of the art engineering.
- Communicate the BMW i technology and the idea behind it
- Link online with offline platforms to work hand in hand (example: Ideas on ground like that creates customer interaction with the brand that can be reflected online)
- Generate leads.

Task :
- Create a digital concept that starts with an online hub or app and then links different communication channels (example OOH, Print, online banners, dealer showrooms activation, etc.…).
- Prepare look & feel design for all channels will be use.
- Any Digital platform should have a wireframe to explain functionality.

concept 1 : i8 Theory

Darwin’s concept of “natural selection” is highly deployed in BMW I8 theory. Since BMW I8 is not merely the natural developments, it is the refinement of the technology existing in the future. In terms of advanced drive experience, the vehicle takes you to a completely new level with the E-Drive technology being placed into the vehicle’s system. Also, the vehicle’s electric motor and a powerful petrol engine makes it the most innovative sport car. The futuristic Ultra-weight materials allowed for more efficient aerodynamic optimization and a comprehensive package of BMW EfficientDynamics technologies, making it the personification of a futuristic sport car. In terms of speed capacity, the car has acquired the speed of the fastest species on planet earth so that it can be the ultimate sport car.

concept 2 : Burn to light up the world

Since BMW I E-drive concept has been employed in the vehicle to give it an unequal driving experience. We have decided to adopt that concept too. As we are positioning BMW I8 as the power source that will help in energizing the whole world, “empower your world with BMW I8”. Imagine the whole world has gone dark, but once BMW I8 engine starts, an electric pulse begins to power up the darkened surrounding.

The Electrical LED lights in the vehicle are presented as the shining sun since they are used to light up the world. The perfect synchronization between the functioning engines and the rest of the vehicle’s parts is clearly presented in pulse the vehicle gives away to power up the world. Like Thor’s hammer that is throwing lightning bolts over the universe, BMW i8 is the heart that empowers the world.

The whole idea is to present BMW I8 as a new power source. So when one think of the Vehicle, he shall think of it as a windmill that produces energy and as it runs faster, the dark parts start to fade and the light replaces it.