To launch the BMWi3, we had to win the hearts, minds of petrolhead BMW fans unsure of electric and the new look.
First we teased the design with a countdown to it’s simultaneous launch in London, New York and Beijing, revealing more of the car the closer you got to launch day.
We then showcased the benefits with episodes of interactive content. Each one tackling a barrier to going electric, from range anxiety to performance. By using social listening, we invited skeptical tweeters to test drive before anyone else, and then repost their opinions.