Olivia Parker
Mar 23, 2018

BMW paints the town yellow at bold car launch

The car brand is attempting to woo a new genre of consumers with an interactive pop-up exhibition.

Buying a new car doesn’t have to mean wandering around a quiet showroom discussing the merits of silver or chrome hubcap finishes, according to BMW.

The brand launched its new BMW X2 model in Hong Kong by converting the traditional showroom into an experiential exhibition designed to appeal to families looking for fun holiday activities as well as prospective buyers.

Decked out in bright...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
cs@haymarket.asia
or call+852 2122 5227

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +852 2122 5227
or email subscriptions@campaignasia.com

Campaign Jobs

Follow us

Top news, insights and analysis every weekday

Sign up for CEI Bulletins

Related Articles

Just Published

Premium
Wieden+Kennedy Tokyo changes its leadership
Premium
4 hours ago

Wieden+Kennedy Tokyo changes its leadership

Ryan Fisher replaces John Rowe, who is returning to Portland after 3.5 years.

Premium
The Tiger that meows politely and tries to make you laugh
Premium
4 hours ago

The Tiger that meows politely and tries to make you ...

A Malaysian entry in Tiger Beer's long-running 'Uncage' campaign lacks teeth.

Premium
Asia-Pacific YouTube Ads Leaderboard: September 2018
Premium
4 hours ago

Asia-Pacific YouTube Ads Leaderboard: September 2018

See the top ad video of the month in 12 APAC markets.

Premium
Port Moresby braces for major summit
Premium
6 hours ago

Port Moresby braces for major summit

Papua New Guinea will host the impending Asia-Pacific Economic Cooperation Leaders Summit, but is safety a concern?