BMW Takes to Streaming Platforms for Ground Breaking i7 Reveal

BMW recently presented the BMW i7, the brand's most sophisticated and technologically advanced electric vehicle. The model boasts a high-end identity, standing out as the only model in Brazil featuring modern amenities like a 31-inch LED TV with 8K resolution, a premium sound system, 5G, and Amazon's Fire TV. This native system offers a wealth of entertainment features, allowing access to various streaming platforms.

For its launch in Brazil, BMW, in partnership with Ogilvy Brazil, launched 'Streaming Commerce'. This strategy unites the concept of the car with entertainment, technology, and innovation, making it the first car to be presented on an integrated streaming platform with entertainment editorial content and a direct link to the brand's website. In summary, BMW set the challenge, and Ogilvy Brazil answered with a unique idea: that consumers who watching 'The Calm' on streaming platforms Star+ and Samsung TV Plus can purchase the car by scanning a QR code displayed at the film's end, all from the comfort of their homes.

This campaign was designed to offer more than just a sales strategy. It aims to spark consumer curiosity and engagement, while encouraging discussion among diverse audiences. The newly launched BMW i7 i is the furthest super premium sedan in Brazil, with a range of 479 kilometres according to the Brazilian governmental authority (Inmetro testing cycle*).

"This pioneering initiative focuses on presenting the BMW i7 in a distinctive way, given that it is one of the most technologically advanced and sophisticated models of the brand at the moment. To highlight its onboard entertainment, what better way than connecting BMW to streaming, accessible even from within the car," emphasises Tatiana Biasetton, head of marketing and CRM at BMW Brazil.

Here's how it works in detail: 'The Calm', a Hollywood production featuring the BMW i7, will be available on Star+ and Samsung TV Plus starting October. While watching, viewers can request a purchase proposal via a QR code, leading them to the BMW website. This campaign does not alter the platform design or the usual consumer experience. Only at the end of 'The Calm' will a QR code appear with the message: "Take the wheel and own your BMW i7...". Scanning this code redirects individuals to the BMW i7's proposal on the brand's website.

The main idea is to nurture the cinematic connection built around the car, via the in-car TV, access to streaming platforms, and the success of 'The Calm', which premiered at Cannes. All these efforts merge the film industry with the i7, marking the first car brand activation within a movie: the inaugural streaming commerce.

"We understand that a model as technologically advanced as the BMW i7 warranted an innovative shopping experience. To address a demanding and specialised audience, we could not limit ourselves to traditional sales. We had to reinvent the entire marketplace to create a completely new conversion channel." state John Bógea and Tárik Frank, creative directors at Ogilvy Brazil.