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地标的转变
案例简介：EntrySummary 在公众看来，德国汽车制造商在电动汽车方面落后。但随着 2017年 100,000 辆电动汽车的交付，宝马甚至超过了特斯拉这样的品牌。现在是时候不仅与我们的竞争对手，而且与整个世界分享这个事实了。我们被告知标志着 100 的电气化宝马 i3 的交付, 关于宝马未来愿景的信息应该会在世界范围内产生积极的反应，并改变对品牌的看法。 简要解释 引发人们对德国汽车制造商在电动汽车领域落后的看法的转变，并庆祝宝马的最新商业里程碑 -- 100 的交付, 2017年，宝马电气化 -- 我们壮观地改造了我们最古老的地标，这是一个以前从未用于通信目的的地标。慕尼黑的四缸塔 -- 宝马的总部和汽油发动机的象征 -- 因此，在 2017年12月18日成为宝马未来愿景的象征。为了交付 100 辆电气化宝马，我们邀请人们到塔里一起庆祝这一历史性时刻。精心设计的灯光将四个圆柱体变成了四个 101 米高的电池。
地标的转变
案例简介：EntrySummary In the public’s view, German carmakers were lagging behind in electric mobility. But with 100,000 electrified vehicles delivered in 2017, BMW outshone even brands like Tesla. It was time to share this fact not only with our competitors, but also with the entire world. We were briefed to mark the delivery of the 100,000th electrified BMW, an i3, with a message about BMW’s vision for the future that should generate a positive response across the world and shift the perception about the brand. BriefExplanation To spark a shift in the perception that the German carmaker was lagging behind in electric mobility and celebrate BMW’s latest business landmark - the delivery of the 100,000th electrified BMW in 2017 - we spectacularly transformed our oldest landmark, one that has never been used before for communication purposes. The four-cylinder tower in Munich – BMW’s headquarters and symbol of the gasoline engine – become, thus, on December 18th 2017, an icon of BMW’s vision for the future. For the delivery of the 100,000th electrified BMW, we invited people to the tower to celebrate this historic moment together. A carefully choreographed spectacle of light turned the four cylinders into four 101-metre-high electric batteries.
Transformation of a landmark
案例简介：EntrySummary 在公众看来，德国汽车制造商在电动汽车方面落后。但随着 2017年 100,000 辆电动汽车的交付，宝马甚至超过了特斯拉这样的品牌。现在是时候不仅与我们的竞争对手，而且与整个世界分享这个事实了。我们被告知标志着 100 的电气化宝马 i3 的交付, 关于宝马未来愿景的信息应该会在世界范围内产生积极的反应，并改变对品牌的看法。 简要解释 引发人们对德国汽车制造商在电动汽车领域落后的看法的转变，并庆祝宝马的最新商业里程碑 -- 100 的交付, 2017年，宝马电气化 -- 我们壮观地改造了我们最古老的地标，这是一个以前从未用于通信目的的地标。慕尼黑的四缸塔 -- 宝马的总部和汽油发动机的象征 -- 因此，在 2017年12月18日成为宝马未来愿景的象征。为了交付 100 辆电气化宝马，我们邀请人们到塔里一起庆祝这一历史性时刻。精心设计的灯光将四个圆柱体变成了四个 101 米高的电池。
Transformation of a landmark
案例简介：EntrySummary In the public’s view, German carmakers were lagging behind in electric mobility. But with 100,000 electrified vehicles delivered in 2017, BMW outshone even brands like Tesla. It was time to share this fact not only with our competitors, but also with the entire world. We were briefed to mark the delivery of the 100,000th electrified BMW, an i3, with a message about BMW’s vision for the future that should generate a positive response across the world and shift the perception about the brand. BriefExplanation To spark a shift in the perception that the German carmaker was lagging behind in electric mobility and celebrate BMW’s latest business landmark - the delivery of the 100,000th electrified BMW in 2017 - we spectacularly transformed our oldest landmark, one that has never been used before for communication purposes. The four-cylinder tower in Munich – BMW’s headquarters and symbol of the gasoline engine – become, thus, on December 18th 2017, an icon of BMW’s vision for the future. For the delivery of the 100,000th electrified BMW, we invited people to the tower to celebrate this historic moment together. A carefully choreographed spectacle of light turned the four cylinders into four 101-metre-high electric batteries.
地标的转变
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Transformation of a landmark
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