1. BMWSTORIES ONLINE PLATFORM
&
BMW I CHINA LAUNCH
B5-CN-B Oct , 2014

2. BMW CHINA BRAND CAMPAIGN.
2009-2014.
1 Wave
BMW is Joy
3 Wave
Joy is
innovation
2 Wave
Efficient
Dynamics
4 Wave
All for Joy
2010 2011 2012
2009 – JOY
Bible Establish
2013
6 Wave
Your Passion,
Our Joy
2014 2015
7 Wave
Your Driving
Pleasure,
Our Joy
5 Wave
Aesthetic
Innovative
Localization
of JOY
BMW Innovation
& Aesthetics
Dream & Passion with Inclusive
Approach
From Exclusive to Inclusive
Individualized
Joy

3. EMARKETING STRATEGY.
EASY TO USE & WELL LINKED CHANNELS.
Twitter
Facebook
Blogger
What’s
app
Instagram
Youtube
YDP CN
HUB
1 Billion
Users
0.7 Billion
People use
per month
0.6 Billion
Users
0.1 Billion
Users
0.28 Billion
Users
AG / Global
YDP HUB
1 Billion
Users
1 Billion
People use
per month
0.25 Billion
Users
Best Stories Sharing
Meipai Pinco
100 million user
 Independent internet world, BMW China uses the most of major
Chinese SNS channels.
Resourece: Baidu Report 2014

4. BMWSTORIES ONLINE PLATFORM LAUNCH
AT 2014 BMW JOY NIGHT.
ISETTA – Love Journey with 43 partners – Sharing Blue Lotus – Spirit of Exploration
The Birth of 3 Series Touring Passion for motorsport Eli4219 – Bold Imagination
 Different stories communicate BMW with public from multiple perspectives.
Page 4

5. CHINA BMW STORY.
CUI JIE’S BMW STORY.
Cui Jie’s husband has a dream even he never told her, that is having a BMW car. However Cui Jie knows it
and keeps it in her mind. She knows that her husband works so hard for the family and puts their family
before everything else. Therefore Cuijie decided she need do something to make his dream come true.
One day her husband came home late after all-day’s hard work, he saw his birthday cake that was made
by Cui Jie. The cake was meant to resemble a BMW car. Although her husband did not say anything,
however he was so deeply touched.
The life of this couple is the epitome of millions of Chinese families. They present their emotion implicitly,
but that is how the happiness their own to make. This is Cui Jie’s BMW story.

6. BMWSTORIES ONLINE PLATFORM PERFORMANCE.
22ND SEP~9TH OCT(7 DAYS-LONG HOLIDAY INCL.)
Campaign Site
Visits 691,107
Average Visits per Day 38,394
Visitors 662,000
Page View 949,378
Average Daily PV 52,743
Youku Web TV Videos Play times
Manifesto video 30sec 191,962
Manifesto video 90sec 58,635
BMW i8 video Genius 14,997
BMW i8 video powerful
idea
11,578
BMW i8 video attitude 13,743

7. BRAND NEW-BRAND BMW I & NEW WAY OF
LAUNCH.
 All new BMW sub-brand
 The most advanced
technology
 Bridging fleet before
launch
 No electric car
experience
 Concern – dynamic,
charging, driving distance
 Like – BMW i new design
& technology
STRATEGIC FOCUS POINTS
 Brand and Product Awareness
Improvement
 Experience (Test Drive)
 Ready for Sales
Apr May Jun Jul Aug Sep Oct Nov Dec
DeliveryPre- Sales / Dealer Test Drive / Customer treatment / display
Test Drive – Dealer, Experience day, VIP & VVIP test Drive, Motorshow,
etc.
Full comm. With YDPContinuously leaking BMW i news
Start of a New EraNew Era is coming
KOLs, Sponsoring, PPL, VIP shuttle, Masterhall, etc.
Key message
Communication
Experience
Branding
Sales
BMW i BMW i3/i8 Launch60 unitsI3 (15 units)
Brand & Product awareness /
Test Drive / Prospects & Leads Gen / Ready for Sales BMW i Official Launch / SOS / Test Drive1 2

8. MAKE THE IMPOSSIBLE POSSIBLE, STEP BY STEP.
BMW I LAUNCH ROADMAP.
2014. Sept.
Launch Phase
2013
Premiere:
2014. Apr-Aug.
Warm-UpEarly Awareness
 3-Nation Premiere
 4-City Road show in China
 E-mobility media test drive
Lift Image & “Big Bang”
 9.16: i8 Online Auction to donation
 9.18: Bazaar Celebrity Preview Night
 9.19: Bazaar Charity Night – i3 Art Car
Auction
 9.21: BMW i 4-city launch Event
Afterwards
Post Launch
On-target
Experience
 VVIP Test drive event
 Leading car in social
event: Master Golf,
Marathon, local motor
show
Wide Experience
 Apr-BJMS: i3 Pre-sales Announce & Test Drive
 May-Charging Signature Event with State-Grid &
Real Estate
 Jun-Wide KOL & Elite Test Drive Program
 Jun-BMW i public running event …etc

9. WARM-UP_GREEN COMPANY SUMMIT 2014.
 The China Green Companies Summit is dedicated to promoting smart, long-term
economic and social growth.
Event Highlight:
 Direct target circle of BMW i3: Over 1,200 guests from China and abroad, including the
most influential business
leaders, political decision-makers, and influential journalists, who represent and keen on
innovation and sustainability.

10. WARM-UP_BEC & SH STATE GRID
COOPERATION CEREMONY.
Objective:
 Press conf. Generate Media
Buzz
 Warm-up event for i3 launchEvent partners:
Bang & Olufsen / Expo Group Company / Shanghai State
Grid
 Bring Showroom Traffic
 Generate prospects &
leads
Result:
TV programs: 11 TV news programs or
automotive programs achieve
amount 2,500 million.
Clippings: 1,100 clippings by Jun. 5th.
WOM comm. / SNS(Weibo/Wechat):
287,945 Viewed , 36,051 Retweeted.
Media: 64 media (incl. 4 intl. media) Ad-value
RMB21,573,326

11. WARM-UP_STRATEGIC COOPERATION WITH
VANKE.
Time： 22nd Jun- Dec. 2014
Location： Beijing Vanke
Property
Participants： Runner（201ppls）+ Media (45
ppls)
BMW i3 Test Driving： 53 ppls
BMW i3 Test Riding： 13 ppls
ZINORO Test Driving： 4 ppls
Media exposure:
 BMW official WEIBO 5 articles, 557,000 pageviews, 57
transmit.
 BMW Official WECHAT platform announce 1 article.
 Official SOHU News APP announce 1 article with pictures.
Customer feedback:
Emotional: WoW!！ WoW!！WoW！Is i3 model? We want it !
Rational: Worry about if they could receive special treatment
in car license lucky draw and when public
charging station and personal ones will be
allowed in China .

12. WARM-UP_I8 AUCTION WITH AUTOHOME.
 Gained media resource value over RMB 10,000,000.
 Gained 118,254,145 impression and 204,324 click .
 Received 71 registration and finally Meitu CEO Wu Xinhong won the auction with RMB 2,469,000
and donated RMB 269,000 to BMW WHF in i8 launch event.
Media Strategy:
 Exclusively cooperate with one auto vertical site, Autohome, to make buzz for i8 launch and gain more
additional resource.
 Leverage influence of KOL, as Li Xiang, to impress i8 and its premium image.
 Enhance BMW WHF brand awareness and social responsibility of BMW through donation.
Result:

13. WARM-UP_BMW I8 EXCLUSIVE DINNER.
 An exclusive BMW i8 Preview Dinner was held in the BAZAAR Charity Night welcome
dinner, 56 distinguished guests are invited by BAZAAR for the dinner and previewed
our i8.

14. WARM-UP_CHARITY NIGHT EXPOSURE.
 As one of the biggest Fashion media, BAZAAR owns rich celebrity resources and influential in elite
circle.
 After 11 years operation, BAZAAR Charity Night has become the iconic event in fashion circle via
Charity format.
 BMW official Weibo & Wechat total impression: 12,000,000 reading rate.
 Highlight: Rank No. 2 in 24 H charity list and No.8 in 24 H hot topic list of Sina Weibo.

15. WARM-UP_BMW I3 ART CAR AUCTION
MOMENT.
 BMW i3 painting designed by the top artist Mr. Zhou Chunya was well received by
guests and auctioned RMB1,900,000 by CEO of ATMU Group.
Page 15

16. ON-TARGET EXPERIENCE_BMW VVIP I8 TEST
DRIVE.
 Event Venue: Chinese Courtyard.
 Event Theme: Navigating the Future.
 Event Participant: National media, Celebrity, Hot customer.

17. ON-TARGET EXPERIENCE_ BMW MASTERS &
SHANGHAI MARATHON.
 Targeting to use running platform to reach target
consumer.
 Establish brand preference in runner group for
BMW in China.
 Enhance BMW Sports and Dynamic image.
 Makes BMW approachable and has huge lead
generation potential within target groups.
Shanghai MARATHON:
 To fully leverage the platform of BMW Masters
2014, the activation from different angels and
improvements will be developed to maximize the
branding exposure, event influences, BMW car
preference, enhance invited VIP guests and car
owners experience and generate potential leads.
 BMW i3 Test Drive for Public & VIPs.
 BMW i8 Test Drive for VIP Weekend Package
Guests & Players.
Henrik Stenson
World Ranking
No.3
Rory Mcllroy
World Ranking
No.1
BMW MASTERS :

18. BMW I LAUNCH CONCEPT.
4 CITIES SYNCHRONIZED BIG CAMPAIGN.
Beijing
Shenzhen
Shangha
i
Shenyang
Global Brand Campaign
YDP with BMW i8
Big Direction :
1) Big brand campaign “YDP & BMW i
integration launch” on Sept 21st
2) BMW i8 strongly support BMW as a brand
shaper, especially Innovation & Aesthetic (the
most important two element making BMW strong)
3) 4 cities synchronized event
 Beijing – BMW CN
 Shanghai – East region @ BEC
 Shenyang – North region
 Shenzhen – South region
Brand Campaign & BMW i Launch Cities

19. Experience:
To create unique experience to our customer, we provided multi
programs to deliver message “innovation” & “sustainability”.
2014 BMW I DEALER LAUNCH.
EVENT REVIEW.
HIGHLIGHT
1 2
3 4
5 6
1. BMW i3 display
2. Sustainability
3. Interactive
vending
machine
4. 360° charging
5. BMW i lounge
6. BMW i
LifeDrive
Shanghai
Shenzhe
n
Shenyan
g

20. Page 20
BMW I3 & I8 NATIONAL LAUNCH WITH
YOUR DRIVING PLEASURE – 2014 BMW JOY
NIGHT WITH.
INCLUSIVENESS
Kick-of #BMW STORYIES#
SUSTAINABILITY
BMW i Launch & E-mobility
strategy
BMW JOY
Your driving pleasure, our Joy
BMW Brand Night
2014.9.21
Beijing Olympic Park
The most emotional event connected BMW brand with people.
 700+ Media, KOL, Car Owners
 1500+ BMW Employee
Video Broadcasting Performance:
 All ads reached 52,894,075 impression.
 Totally live broadcast viewer reached
778,365.

21. BMW 2014 JOY NIGHT SUMMARY VIDEO
Joy Night
3Mins
45Sec