Provocative  design, deserves a provocative launch. So we helped BMW unveil ‘The 4’ to consumers in one of the most  visually arresting ways – by creating its own “peep show” display, inspired  by the streets of Amsterdam.

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Love  it or loathe it, THE 4 has one of the most striking and provocative designs of any BMW vehicle. It is a major step-change for the brand, and arguably one of the first models that truly lives the new brand CI and direction.    

Whilst the core audience is thousands of passers-by on the street – select members of the public, influencers and media were invited through a side-door to take part in our peep show. Peering through a peep-hole, they witnessed the breath-taking video of THE 4 – and  the chance to win the car for a month – should they scan our QR code and pull back the curtain.

The activation was further amplified across a variety of channels – from a content package targeting online consumers and driving test-drive bookings; to paid influencer posts and PR amplification across automotive and lifestyle media.

watch how we launched BMW's Red Light 4 Series