In 2011, when BMW was launching their first-ever electric vehicle; they were breaking into a category in which they had almost no presence. So instead of approaching the launch in a traditional way, they reinvented the car launch altogether.

The 'Activate the Future' campaign lived across all ActiveE launch communications, encompassing web, CRM, apps, social and digital media, events, content and more.In the first phase, we partnered with thought leaders to discuss the future of mobility in a series of short films dubbed, 'Where You Want to Go'.Next, we created the 'EVolve' App to directly counter the biggest barrier with this new product sector: range anxiety. The app tracks actual driving habits to overcome range anxiety and highlight the benefits the driver would experience if they switched to an electric vehicle.Video content followed, aimed at generating excitement and to introduce the term coined for ActiveE drivers, 'Electronaut', to the world.The cornerstone of the in-dealer experience was the 'BMW Electronaut' iPad App, which we designed to help a range of users determine if they were ready to become a BMW Electronaut.

The video received 25m PR impressions and 551,000 Twitter impressions.BMW experienced a 59% open rate and 25% click rate in the eNewsletter that featured the video, compared to BMW averages of 21% and 3%, respectively.

This led to a 362% increase in visits to the site, compared to the week earlier.And an 869% increase in hand-raisers compared to the previous week -the largest increase gathered in a single week- for that recording period.Ultimately, within 9 hours of launching, there were 2 times as many applicants as cars and all ActiveEs were sold out within the first 2 months.