BMW AT THE FRANKFURT MOTOR SHOW 2009 by BLUE SCOPE, Berlin for BMW

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BMW AT THE FRANKFURT MOTOR SHOW 2009

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Industry Cars, Business equipment & services, Corporate Image
Media Design & Branding
Market Germany
Agency BLUE SCOPE, Berlin
Creative Director Andreas Stephan
Released September 2009

Credits & Description

Category: Environmental Design: Semi-Permanent
Advertiser: BMW MUNICH
Product/Service: BMW
Agency: BLUE SCOPE
Date of First Appearance: Sep 15 2009 12:00AM
Entrant Company: BLUE SCOPE, Berlin, GERMANY
Entry URL: http://www.bluescope.de/de/bluescope/project/bmw-iaa-freude-definiert-die-zukunft-09-2009
Organisation: Sylvia Demes (Blue Scope)
Architecture: Christoph Schmuck (Blue Scope)
Finance And Production: Mischa Schulze (Blue Scope)
Creative Director: Andreas Stephan (Blue Scope)
Project Manager: Nicol Puchner (Puchner+Schum)
Creative Direction Film: Christian Kuenstler (Gate11)
Project Management: Christian Kuenstler (Gate11)
Creative Direction Film: Conni Krause (Gate11)
Creative Direction Film: Arnd Buss Von Kuk (Gate11)
Media placement: BMW Fair Stand - Frankfurt Motor Show 2009 - 15 September 2009

Describe the challenges and key objectives
Creative concept: The image: The agile white BMW Efficient Dynamics fleet on the 280m long track. The banked curve represents dynamics, the fuel consumption efficiency across all model series. Movement, architecture, light and media are linked with Elements of Joy (ice blocks, drinks, waterfall, motor sounds, classic cars, shows, vehicle handovers, fortune cookies).

Describe the brief from the client
Task: Concept design, planning and implementation of the entire motor show presence in the new Hall 11 as a lead agency. Make representatives of the press and the general public experience efficiency and dynamics, responsibility and emotions as well as solid solutions and the brand core.

Describe how you arrived at the final design
Implementation: Efficiency and dynamics are to be understood as two sides of the same coin for the BMW brand. They are the guiding principles for orchestration, architecture and communication. BMW’s own economical exhibition stand system and sustainable wooden building style is used. 75% of the steel is reusable material.

Give some indication of how successful the outcome was in the market
Evaluation: The BMW stand has been evaluated in surveys among 2009 motor show visitors to be the best brand appearance of the entire fair.