January 16, 2021

Programmatic

In a world where nearly everyone is always online, there is no offline.

Pead borrows Amsterdam’s red-lights for BMW 4 Series Coupé launch

AUCKLAND, Thursday: BMW has collaborated with integrated marketing agency Pead to stage an activation in The Viaduct inspired by Amsterdam’s nightlife – to celebrate the launch of the BMW 4 Series Coupé. The show-and-tell opens at 1pm today (Thursday), and runs till Friday.

The mystery red-light window pop-up will be accompanied by flower beds, discarded bicycles and wrought-iron streetlamps that depict the sultry streets of Amsterdam.

The activation will run between 1pm and 1am from today (Thursday) till Friday, with Pead launching an integrated communications campaign to drive awareness and attendance of the activation – including digital content, social media, influencer relations and PR.

BMW NZ head of marketing Gabrielle Byfield said: “Our most provocative design deserves our most provocative launch. The refreshed brand identity for BMW is bold, daring, exciting, and challenging – and the all-new 4 Series truly reflects the dynamism and progressiveness of our brand.”


“Our most provocative design deserves our most provocative launch.”


Pead director of integrated strategy Kelly Grindle said: “We wanted to deliver a car launch with a difference – something that makes you raise an eyebrow and chat about what you’ve seen at the pub.

“There aren’t many clients you could convince to create a red-light window activation, complete with an alluring peep-show – so we’re thankful to the team at BMW for their bravery and vision.”

“As with all our campaigns, this is a truly integrated approach – blending our internal skillsets of events & activation, content creation, social & digital influence and media relations – to deliver a standout result.”

Pead worked alongside contracted suppliers Eventbase, Lux Productions and RadLab to facilitate the activation and surrounding amplification.

  • For more information on what the mystery woman in the window is up to, follow @bmwnz on Instagram, or head down to Market Square in Auckland’s Viaduct to view for yourself.


CREDITS

Agency: Pead
Creative: Kelly Grindle
Account Management: Jacqui Kenna, Lucy Houghton
Event Producer: Natalie Chandler
Content Production: Duncan Killick
Client: BMW:
Head of Marketing: Gabby Byfield
Marketing Manager: Cara Coutts
Set Builder/Designer: Lux Productions
Event Producer:  James Jefford
Photographer/Videographer: Radlab:
Content Producer: Jared Donkin


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