Pushing „virtual production“ to the max by adding AR layers as well creating beautiful design-worlds contributed the core element to this years fully digital streamcast-event #NEXTGen2020 by the BMW Group. The design team created mysterious sceneries for the unveiling of the new BMW iX, they designed a surreal environment for the in-depth design presentations, they imagined dynamic scenes for the iX launch in eSports – as well as they staged the fully digital vision vehicle „MINI Vision Urbanaut“. All shot in one studio. This flexibility was exactly what was needed in this demanding year whilst still maintaining a stunning visual quality.

During the conception phase in March #NEXTGen2020 was transformed from a live event into a new digital format against the backdrop of COVID-19 and implemented in November 2020. The objective of the event was to bring the strength of "German Engineering Reinvented" to diverse target groups in a unique way.

We wanted to develop a new visual approach for „classic“ car unveilings. More playful, more imaginative, and for the viewers more approachable. So we designed abstract design worlds, that gathers the viewers attention by being unseen and not using the stereotypes of typical automotive communication. That starts with the music and ends with presentations, where the protagonists do not stage a product show, but take the viewers on a journey behind the many decisions that lead to completely new car designs.

All scenes were created using the realtime game engine „Unreal“ by Epic in completely new ways.

The combination of design and technology gave us the flexibility we needed:

Within 28 production days in the studio we produced all the different formats from presentations, to shows, to talks, to the shooting of the unveiling movies, to livestreams into the international markets.

This resulted in more than 2.238 content pieces released on all content channels, on social media as well as on the event website.

The BMW Group received positive coverage across the board with only 4% percent critical statements (total coverage). The event triggered more than 3.700 online articles within the first 24hours after launch.

#NEXTGen 2020 communication via the owned social media channels reached over 39 million followers. It also generated more than 22.848.610 engagements as well as 804.207.022 impressions via owned and paid media.

Audiences spent more that 671.967 days with the content.