Case Study: BMW
A catalyst for change
The marketing campaign for BMW’s electric car division, BMW i, aimed to highlight its pioneering spirit and passion for sustainability. BMW’s ad agency, Intertone Munich, initially contacted Corbis Entertainment to license the personality rights of Albert Einstein. After learning more about what we could offer them, BMW and Intertone decided to take greater advantage of the talent and media at their disposal.
BMW secured the media and publicity rights to both Albert Einstein and Buzz Aldrin for an empowering campaign called “Driving the Next Movement.” Einstein and Aldrin helped them to draw parallels between historical moments that initiated positive change and a solution to our current environmental challenges: the electric BMW i. It highlights not only BMW Group’s visionary thinking, but also their commitment to shaping the future of mobility.