‘The Streaming Commerce’ seeks to connect the concept of cars, entertainment and technology
Recently, the BMW brand launched the BMW i7, which promises to be the brand’s most sophisticated and technological electric car. For the launch in Brazil, the brand in partnership with Ogilvy Brasil developed ‘The Streaming Commerce’ action, a strategy that connects the concept of the car, entertainment and technology, with presentation on a streaming platform, integrated with editorial content from entertainment, with the option to direct you to the brand page.
The film ‘The Calm’ is available on the streaming platform Star+ and Samsung TV Plus, so that customers can buy the car by accessing a QR code present at the end of the film without leaving home.
“This initiative’s main focus is to launch the BMW i7 in a different way, as the model is one of the most technological and sophisticated of the brand at the moment. To highlight all its internal entertainment, nothing better than connecting BMW to streaming, which can including being accessed from inside the car”, highlights Tatiana Biasetton, head of marketing and CRM at BMW Brasil.
The proposal works as follows: the film ‘The Calm’, a Hollywood production created by the brand in which the BMW i7 is the protagonist, will be available on the Star+ and Samsung TV Plus platforms from October onwards. In addition to watching the film, subscribers can request a purchase proposal using the QR code available during the film screening, which will take them to the BMW website.
“We understood that a model as technological as the BMW i7 needed a purchasing experience that was also innovative. To meet the demand of such a demanding and restricted public, we could not just focus on traditional sales. We had to reinvent an entire marketplace to create It’s a completely new form of conversion”, highlight John Bgea and Trik Frank, creative directors at the Ogilvy Brasil agency.
