BMW Middle East approached Serviceplan Experience to create an environment to bringing the New 5 Series Launch Campaign to life. The solution was a brand journey that included a prominent display of the car to maximize exposure, as well as an immersion in the BMW 5 Series lifestyle by an adjacent mood lounge.
The chosen location on Emaar Square, Downtown Dubai, was strategically important to attract the right target group of existing BMW Owners and Business Groups.
The final customer journey began with an inclined and elevated platform display that dazzled at night with a dynamic light design, complimented by emotive communication graphics and well-informed hosts. Visitors experienced the new features of the BMW 5 Series first-hand and through the use of environmental lightning, the car display was connected to the 5 Series Lounge on the first floor, where potential customers had the chance to immersive themselves in a chic, luxurious space, while enjoying light refreshments – and of course, book a test drive.