As one of the first major press events since the start of the coronavirus pandemic, this 2021 product launch took place in a region known for its ecological focus – the Berchtesgadener Land. A sustainable destination that perfectly suited the market launch of BMW’s most innovative electric cars.
250 media representatives and influencers from 24 countries experienced the future of electric mobility up close in groups of around 20 participants over two days. The media launch began at the BMW Event Hub at Munich Airport, where the JOKE team implemented a comprehensive hygiene concept. After a driver briefing, the guests got in the vehicles to experience the sustainable BMW e-cars for themselves during a test drive. After a stopover with plant tours and workshops at the BMW Dingolfing site, the tour continued to Berchtesgadener Land – an ideal region for a varied drive and visually striking content. The participants enjoyed the sustainable driving experience in the impressive natural surroundings with the Watzmann panorama and breathtaking photo motifs. They were able to actively experience the power and innovation of BMW e-vehicles – real product highlights in the field of electromobility.
Our JOKE team was responsible for project management and production, ensuring that the event ran smoothly all around. This also included the creation of an appropriate charging structure for three dozen e-cars, which our in-house technology and production professionals set up on site for the event, which lasted several weeks.
This event underlines BMW’s commitment to sustainable mobility and shows how innovative e-vehicles are shaping the future of the automotive industry. A sustainable charging infrastructure is essential for the success of the mobility transition – in the everyday lives of end consumers as well as for press events with journalists and influencers.
