BMW Brazil Uses Alexa and Immersive Spatial Audio to Let You Test Drive Its New Model from Your Couch

BMW Brazil decided to change how to launch cars using creativity and high technology to do it even before the vehicles hit the ground. Supported by Ogilvy Brasil, the first product launch through Amazon Alexa took over its most prompted command, 'Good Morning Alexa', to invite listeners to an innovative sensorial test drive to get to know the new car model through Alexa - all from the couch.  

"We wanted to take everyone virtually inside our cars, to feel how BMW electric drive changes everything. The iconic sounds makes driving pleasurable again and take the listener to the future of mobility,” says Henrique Miranda, head of eMobility at BMW in Latin America.  

"Standing out in the automotive industry is a challenge, so we decided to use technology to bring consumers closer to a brand as powerful as BMW. We invited Amazon Alexa to join us, because we knew that from the synergy between these brands, we would get an innovative experience and so it was," said Sergio Mugnaini, CCO of Ogilvy Brazil.  

Alexa was trained to answer all relevant questions about the car, such as driving range, charging power costs, price and offer packages, making it a true product genius in every Echo Dot device, Echo Show or Alexa app. More than 30 thousand unique test-drives were done by people participating in this brand activation. 

"Developing new ways to communicate is essential in a fast-paced world. The BMW iX3 launch proved to be a real success. The feedback was amazing and push us to keep innovating,” says Tatiana Biasetton, head of marketing at BMW Brazil. 

"We combined the technology and innovation of each brand to offer a unique user experience around a premium product. This was the first time a brand developed a test-drive based on a voice system. We are convinced of the potential that technology offers to find creative ways to reach the consumer," added Mugnaini.