“Alexa, good morning.” Said millions of times, in all corners of Brazil, this command has become increasingly popular in the country. But this Saturday, 02, the response of Amazon’s artificial intelligence will be different: an invitation to an experience, the launch of the New BMW iX3.
The action was conceived by BMW do Brasil together with Ogilvy Brasil, and had the collaboration of Amazon Alexa for the execution. The launch includes the possibility of a virtual test drive, which will work as follows: people will be able to know the car from the voice command, on any Echo device or through the Alexa app.
After receiving the information about the launch of the car, the customer simply says “Alexa, abrir test drive BMW” or enable the skill through the Alexa app. After that, the skill will be activated and the conversation and voice controls will be activated. Questions such as power, acceleration, recharge time, among others, will be answered directly by Alexa. Today, Alexa is one of the most used artificial intelligences among people, and now it becomes one of the technologies of iX3, proving the brand’s synergy with the future.
“The BMW iX3 will be the first model to allow a sensory test drive, in order to encourage the real experience in the Dealership Network, and we hope to follow our brand communication in order to impact our customers in different ways”, says Henrique Miranda, Head of Electrification at BMW do Brasil. “The interaction with homes, businesses and the entire environment will be increasingly constant and we will continue to lead the transformation of the premium mobility and technology industry, from offering remote software updates on BMW vehicles to several other actions that are yet to be implemented. implemented”, reinforces the executive.
On devices that have audio and video, such as: Echo Show, Echo Buds, Smart TV (which has Alexa) and Fire TV, customers will be able to have a more intense experience, simultaneously in image and sound. The audio will be binaural, with sounds from the right and left side of the headset, for a sense of reality. The audio recording and making of took place at BMW Welt in Munich, which made everything more intimate and real to the experience.
Based on this action, BMW intends to offer and communicate to consumers the possibility of getting to know the car through the “Voice-Drive BMW”. So, it is possible to check the sound of the window opening, the rear windshield working, the front panel, and all the sounds from inside a vehicle. In addition, all sound stimuli are emitted from different directions, like a 360˚acoustic from inside the iX3, reproducing a sensation from the driver’s seat. The sound will also be adapted according to the weather at the user’s location.
“We were able to extend to everyone the possibility for you to test drive the new 100% electric BMW iX3 from your home, or with your phone, through an experience that is not only immersive, but also geolocated. We cross several APIs such as weather forecast, music choice, among other possibilities, bringing a fully customized experience. So on July 2nd, ask Alexa “Alexa, abrir test drive BMW”. The sound of the iX3 will surprise you”, highlights the CCO of Ogilvy Brasil, Sergio Mugnaini.
The campaign debuts on July 2nd and will remain active for the next six months. Anyone who says good morning to their Alexa on the 2nd will be impacted by Amazon’s AI message inviting them to an immersive test drive of the BMW iX3. In addition, the action will be broadcast in digital media and communication of the link for people to download the skill on their cell phone through the application.
Don’t forget, starting July 2nd, ask Alexa “Alexa, abrir test drive BMW” and enjoy that experience.
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