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work

Combining Luxury with the Beauty of China's Guilin 一 The BMW North Product Experience

client:
BMW
region:
APAC
  • APAC71
  • Build66
  • Concept Design97
  • Events51
  • Mobility51
  • APAC71
  • Build66
  • Concept Design97
  • Events51
  • Mobility51

Introduction

A special journey to explore humanity and nature

As a world-famous automobile brand pursuing innovation for over a century, BMW is accustomed to creating brand activities that focus on product perception, customer experience, and emotional resonance. These factors are integral to a central message - bringing customers towards a better future with low carbon and green emissions.

From 10th to 15th October 2023, BMW and Uniplan invited guests to the picturesque town of Yangshuo in Guilin, for the BMW Northern Region Pioneer Flagship Product Experience. Introducing the M Family and the GKL models, this was an event in line with BMW's Cycle Sustainability and Luxury Symbiosis. We put these concepts in practice through a special journey exploring nature in dialogue with humanity.

The Challenge

Continuously conveying the brand image of the modern luxury car

BMW wanted an event that would appeal to their high end customer base. The North Product Experience was about expanding the brand recognition beyond existing favourites. It introduced owners of the GKL to the sportier M Series while simultaneously showing M customers the inherent luxury of the GKL.

What We Did

An immersive brand experience imbued with regional characteristics

Our event allowed guests to experience the cars’ extraordinary performance through the United Nations World Heritage site of Guilin, enjoying the surging power and precise control amongst mountains and lakes. It emphasised the brand's image of a leader for luxury cars.

Guilin’s scenery was the perfect setting for our customised test drive route, based on the characteristics of the region. The route ran through past the karst rock formations and along the Li River. Travelling between the mountains and the sea, event guests could enjoy the magnificence of nature while experiencing the luxury of the new cars.

How We Delivered

Customised product experiences and services

Yangshuo is home to a cultural heritage that encompasses folklore, traditional music, traditional dance and more. On this trip, we brought our customers an immersive test-drive experience full of regional flavour, through cultural pitstops. Guests could experience the scenery by taking a bamboo raft down the Li River while a traditional Qian Gu Qing – Guilin musical performance relayed multiple Guilin local fairy tales and folk stories with a 300 performer cast.

We chose the Yangshuo Banyan Tree as the resort for this event and for a customised gala dinner, a location that blends Chinese traditions and regional characteristics with a modern luxury version of a local village. Located in the mountains, the hotel is hidden in the landscape of Yangshuo and connected to the Li River with traditional Guibei style architecture. Its brand positioning and steadfast commitment to environmental conservation also align with BMW's commitment to circular sustainability.

The Key Facts

Project: 2023 BMW North Pioneer Flagship Product Experience

Task: Expand new sales opportunities and lead openings for M and GKL models through M and GKL customer retention and cultivation.

Solution: Communicate the brand's concept of sustainable development through an event that emphasised unique regional characteristics and heritage. By curating customised product experiences, cultural experiences and high quality service, we demonstrated how BMW bring luxury together with sustainability, and highlighted its noble style and environmental credentials.

Result: a journey that combined performance and culture with a beautiful landscape, an event to be remembered by guests.

The Numbers

3 groups of customers

155 people

32 test drive cars

9 test drive models

What They Said

Unlock the luxury of travelling in the Peak Forest. Explore the poetic life of the Li River in a green boat
— Shirley Zhang, Group Account Director, Uniplan China

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