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“4 缸-一个里程碑的转变”
案例简介：在公众看来，德国汽车制造商在电动汽车方面落后。 但随着 100,000 辆电动汽车在 2017年交付，宝马 甚至超过特斯拉这样的品牌。 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。 为了引发观念的转变并庆祝这一商业里程碑, 我们壮观地改变了我们最古老的地标, 以前从未用于通信目的的人。 慕尼黑的四缸塔 -- 宝马的总部和象征 汽油发动机的-因此，在 2017年12月18日成为一个图标 宝马对未来的愿景。精心设计的灯光奇观 把四个气缸变成四个 101 米高的电池。 超过 500 个移动头灯和投影仪，128 吨设备，820立方米 材料和 6 个月的规划将地标变成了 一个标志性的形象，在全球产生超过 1.48亿的公关印象。
“4 缸-一个里程碑的转变”
案例简介：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. To spark a shift in perception and celebrate this business landmark, 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 – became, thus, on 18 December 2017 an icon of BMW’s vision for the future. A carefully choreographed spectacle of light turned the four cylinders into four 101-metre-high electric batteries. Over 500 mobile head lights and projectors, 128 tons of equipment, 820 m3 of material and 6 months of planning transformed a landmark into an iconic image generating over 148 million PR impressions worldwide.
"4-Cylinder - The Transformation of a Landmark"
案例简介：在公众看来，德国汽车制造商在电动汽车方面落后。 但随着 100,000 辆电动汽车在 2017年交付，宝马 甚至超过特斯拉这样的品牌。 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。 为了引发观念的转变并庆祝这一商业里程碑, 我们壮观地改变了我们最古老的地标, 以前从未用于通信目的的人。 慕尼黑的四缸塔 -- 宝马的总部和象征 汽油发动机的-因此，在 2017年12月18日成为一个图标 宝马对未来的愿景。精心设计的灯光奇观 把四个气缸变成四个 101 米高的电池。 超过 500 个移动头灯和投影仪，128 吨设备，820立方米 材料和 6 个月的规划将地标变成了 一个标志性的形象，在全球产生超过 1.48亿的公关印象。
"4-Cylinder - The Transformation of a Landmark"
案例简介：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. To spark a shift in perception and celebrate this business landmark, 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 – became, thus, on 18 December 2017 an icon of BMW’s vision for the future. A carefully choreographed spectacle of light turned the four cylinders into four 101-metre-high electric batteries. Over 500 mobile head lights and projectors, 128 tons of equipment, 820 m3 of material and 6 months of planning transformed a landmark into an iconic image generating over 148 million PR impressions worldwide.
“4 缸-一个里程碑的转变”
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"4-Cylinder - The Transformation of a Landmark"
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