BMW VISION CONNECTEDDRIVE|短视频|广告营销案例【ADGuider广告指南】

宝马视觉连接驱动

案例简介：简要解释宝马 ConnectedDrive 背后的技术是虚拟的，非常复杂。除此之外，个人试驾真的是理解系统好处的唯一方法 -- 你必须自己体验它。我们面临着以下挑战: 展示人眼看不见的东西的最佳方式是什么？目的是通过可视化驾驶员、车辆和外部世界之间的互动，创建一个突出 BMW ConnectedDrive 的 3 个功能区域的图像。描述客户的简报 BMW ConnectedDrive 智能连接驾驶员、车辆和环境。这个想法是为了巩固宝马在为汽车行业开发创新的驾驶员辅助系统和移动服务方面发挥的主导作用，并提供卓越的通信概念。简介是为了让复杂的宝马 ConnectedDrive 技术及其 3 个功能领域 -- 舒适、安全和信息娱乐 -- 易于公众理解。描述你是如何到达最终设计的解决方案: 设计一款专用的展示车，使用不同颜色的 RGB 光纤股来传达功能区域。该设计体现了车辆、驾驶员和环境之间的连通性。第二辆展示车被嵌入到一个动态媒体安装中，以记录与外部世界的互动。我们在 3 个层面上展示了宝马 ConnectedDrive 的所有功能领域，举办了一场壮观的展览，包括电影动画、灯光和展台，以代表支撑它们的信息和数据交换。醒目的 RGB 颜色代码提供了车辆、安装和信息技术展览之间的联系。表明市场的结果有多成功: 日内瓦汽车展的首映式是宝马在展会上的壮观亮点。来自世界各地的媒体组织现场报道。这使得这个装置成为一个全球现象，日内瓦车展的 735,000 游客和宝马网站上令人印象深刻的点击率证明了这一点。在调查中，91% 的受访者回忆了宝马的立场是什么，70% 的人获得了最高的分数。博览会作为一个旗舰项目展示了该品牌在从年度报告到宣传片等媒体中的创新力量。

宝马视觉连接驱动

案例简介：Brief Explanation The technology that lies behind BMW ConnectedDrive is virtual and extremely complex. In addition to this, a personal test drive is really the only way to understand the benefits of the system – you have to experience it for yourself. We were faced with the following challenge: What is the best way to present something that is invisible to the human eye? The aim was to create an image which highlighted the 3 functional areas of BMW ConnectedDrive by visualising the interaction between the driver, the vehicle and the outside world. Describe the brief from the client BMW ConnectedDrive intelligently links driver, vehicle and environment. The idea was to underpin the leading role played by BMW in developing innovative driver assist systems and mobility services for the automotive industry with an exceptional communication concept. The brief was to make the complex BMW ConnectedDrive technology and its 3 functional areas – comfort, safety and infotainment – easily comprehensible to the general public. Description of how you arrived at the final design The solution: To design a dedicated show car which uses different coloured RGB fibre optic strands to communicate the functional areas. The design embodies the connectedness between vehicle, driver and environment. A second show car was embedded into a kinetic media installation to document interactions with the outside world. We showcased all functional areas of BMW ConnectedDrive on 3 levels by staging a spectacular show involving film animation, light and the fair stand to represent the information and data exchange underpinning them. The eye-catching RGB colour code provided the link between the vehicle, the installation and the informative technological exhibits. Indication of how successful the outcome was in the market: The premiere at the Geneva Motor Show was the spectacular highlight of BMW’s presence at the fair. Media organisations from around the world reported live from the stand. This made the installation a global phenomenon, as borne out by 735,000 visitors to the Geneva show and an impressive click rate on the BMW website. In surveys, 91% of respondents recalled what the BMW stand was about and 70% of them awarded it top marks. The fair show was presented as a flagship project showcasing the innovative power of the brand in media ranging from the annual report to promotional films.