Winter, 2023
From Telegraph to Tesla Rival: How BMW Connected Past and Future for 100 VIP Customers
The Brand Managers Team
8 min read
June, 2025
The Challenge: Launching Innovation While Honoring Heritage
BMW Berlin approached The Brand Managers with a unique challenge: how to launch their most technologically advanced vehicle, the BMW i7, to 120 of their most valued customers in a way that would emphasize the brand's evolution from traditional luxury to electric innovation.
The i7 represents BMW's vision of the future - a fully electric sedan that combines decades of automotive craftsmanship with cutting-edge digital technology. BMW needed an event concept that would mirror this transition while providing an intimate, exclusive experience worthy of their top-tier customer base.
Key requirements included creating an atmosphere that reflected both BMW's heritage and innovation, accommodating 120 VIP guests in an exclusive setting, developing a narrative that connected traditional craftsmanship with modern technology, and executing flawlessly despite winter weather conditions and complex venue logistics.
Strategic Concept Development
Our strategic approach centered on creating a narrative journey that paralleled the evolution of communication with BMW's evolution in automotive technology. The Museum für Kommunikation provided the perfect backdrop, offering a unique setting that showcased the progression from analog communication methods to today's digital connectivity.
We developed a concept that would guide guests through the museum's permanent exhibition, experiencing the evolution of human communication from telegraph to smartphone, before culminating with the BMW i7 as the next step in this digital progression. This narrative positioning framed the i7 not just as another luxury car, but as part of humanity's ongoing technological evolution.
Overcoming Complex Venue Challenges
The Museum für Kommunikation presented significant logistical challenges that required systematic German engineering approaches to solve. As a historic building under monument protection (Denkmalschutz), every aspect of our setup required careful coordination with preservation authorities.
Working in the museum's backyard area during winter meant creating a climate-controlled environment that could accommodate 100 guests comfortably. The building's basement infrastructure and weight capacity limitations required precise calculations for our tent structure and vehicle display setup. Fire safety regulations (Fluchtweg requirements) demanded alternative exit strategies and safety protocols.
Our systematic approach included conducting detailed structural assessments, coordinating with monument protection authorities, developing weather-contingent setup procedures, and creating comprehensive safety and evacuation plans that satisfied both museum requirements and guest comfort standards.
Execution: German Precision Meets Automotive Excellence
The execution phase demonstrated our systematic approach to complex event logistics. Over three months of planning, we coordinated every detail to ensure seamless delivery despite the challenging winter conditions and venue constraints.
Our German attention to detail proved crucial in managing the intersection of historic preservation requirements, modern event technology, and luxury automotive presentation standards. Every element was planned and executed with the precision that BMW customers expect from German engineering.
Atmospheric Design and Experience Flow
The evening's experience was designed as a carefully orchestrated journey. Guests began inside the museum, exploring the evolution of communication technology with guided highlights that emphasized humanity's drive for innovation and connection.
The subtle background performance by our harpist created an elegant atmosphere that honored both traditional craftsmanship and modern sophistication. This musical element provided continuity as guests moved through different spaces, maintaining the luxury ambiance BMW's VIP customers expect.
The journey culminated in our climate-controlled tent where the BMW i7 was presented as the latest evolution in this story of human innovation. The positioning emphasized how BMW continues the tradition of German engineering excellence while embracing the digital future.
Luxury Service Excellence
Every service element reflected BMW's commitment to excellence. Dallmayr's flying buffet service provided guests with premium culinary experiences that matched the sophistication of the vehicle launch. The service style allowed for natural networking while maintaining focus on the i7 presentation.
Our sustainable branded giveaways - tree seeds and custom cake pops - reinforced the event's themes of growth, sustainability, and thoughtful innovation. These elements connected the i7's electric powertrain message with broader environmental consciousness that resonates with luxury customers.
The intimate setting for 100 guests (from 120 invited) created the exclusive atmosphere that BMW's top customers value, while our systematic logistics ensured every detail met German quality standards.
Results: Connecting Heritage with Innovation
BMW Berlin's feedback emphasized their satisfaction with both the creative concept and flawless execution. The unique narrative connecting communication evolution with automotive innovation provided a memorable framework that elevated the i7 launch beyond typical product presentations.
Guests appreciated the exclusive, private atmosphere that allowed for meaningful interaction with the vehicle and BMW representatives. The sophisticated setting and attention to detail reinforced their perception of BMW as a brand that values both innovation and craftsmanship.
The systematic approach to managing complex venue logistics while maintaining luxury service standards demonstrated why BMW chose The Brand Managers for this critical customer retention initiative.
