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GERMANY – Hagen Invent realizes International Media Launch of new BMW 2 Series Gran Tourer
On behalf of BMW AG, Hagen Invent conceptualized and implemented the recent International Media Launch of the new BMW 2 Series Gran Tourer. In Zadar, Croatia, the agency convinced the international trade press with an inspiring event concept, which broke with old routines and deliberately involved the general public while perfectly positioning and staging the core features of the BMW 2 Series Gran Tourer.
For BMW, the launch of the new BMW 2 Series Gran Tourer, the first vehicle in the premium compact class with up to seven seats, was a significant step into a yet uncovered vehicle segment. Consistent with the positioning of the protagonist, Hagen Invent managed to convince the Munich-based premium manufacturer with a surprising concept for the International Media Launch, which fulfilled all requirements for a successful press event while choosing inspiring new approaches.
The core idea of the event concept was the decentralized staging of the vehicle and its main product features in three temporarily build-up living environments, which were harmoniously integrated into the historic old town of Zadar. Instead of sitting through a classic press conference, the 280 invited international media representatives, arriving in 6 consecutive groups, experienced the highlights of the vehicle during a guided walk through the old town with stops at the living environments “Connected Drive“, “Design“ and “Functionality“ – emotionally staged, right in the middle of the urban setting, allowing the press to touch, feel and understand.
Another highlight was the press dinner: at the border between the new town and the old town the international guests were greeted by a spectacular temporarily purpose-built construction – a floating transparent cube, which was reached via a long floating footbridge. During the press speeches and dinner, this premium location offered an impressive view overlooking the harbor and the old town of Zadar.
Lead agency Hagen Invent from Dusseldorf was responsible for the overall concept, creation and implementation of the International Media Launch, which in regard to the special concept asked for a close cooperation with the authorities of the town Zadar as well as the town itself.