October 3, 2015 – The BMW Group showcased their latest designs, technologies and product innovations from 15 – 27 September in Frankfurt with a one-of-a-kind stand architecture and a record breaking marketing stunt.
The BMW stand at the 2015 International Motor Show in Frankfurt am Main revolved around the arrival of a new generation at the top end of the model line-up and the advent of a wide range of plug-in hybrid models. Hall 11, which was located right next to the main entrance of the Frankfurt exhibition site and had been made available for the joint presentation by the BMW Group brands, was where all the latest features and additions were being showcased. The entire exhibition area was surrounded by a circuit several hundred metres in length, where the public got to experience the new models in action from 19–27 September 2015.
Airfield poster at Frankfurt Airport marks launch of new BMW 7 Series.
Ahead of the Motor Show BMW Germany unveiled the world’s largest giant poster for the new BMW 7 Series launch campaign, measuring a record-breaking 146 metres long and 206 metres wide. The airfield poster is located in the direct line of sight for planes approaching Frankfurt Airport’s north-western runway. From 14 September, air passengers and visitors to the 2015 International Motor Show could already catch a glimpse of the BMW show highlight from their plane.
This unusual marketing initiative kicked off the launch campaign for the new BMW 7 Series. With a surface area of more than 30,000 square metres, the airfield poster is not only the largest poster in the world currently, but also sets new standards for out-of-home campaigns world-wide.
As a teaser for the Motor Show, the motif shows the characteristic double-kidney grille of the new BMW 7 Series – featuring active air flap control, which automatically opens and closes the rotatable flaps behind the grille to meet the engine’s cooling requirements.
Flagship model amongst BMW stand highlights.
As anticipated, the all-new BMW 7 Series was the focal point of the BMW Group exhibition stand at the International Motor Show in Frankfurt. Visitors enjoyed unique insights into the luxury and innovation that has gone into the design and technology of the sixth generation of the model, which will launch across Middle Eastern markets starting next month.
Joining the all-new 7 Series in the limelight at the Motor Show was the BMW X1, the second generation of the model which offers significantly more space than its predecessor. This highly popular model makes its mark with powerful proportions and clean lines in the style of its larger BMW X siblings and offers a notable increase in sportiness and ride comfort along with far greater efficiency.
Another highlight at this year’s International Motor Show in Frankfurt was the new MINI Clubman which showcased traditional concept and unique qualities along with additional engine range variety. With its four doors, the characteristic split doors at the rear, five seats and the large and versatile interior, the new MINI Clubman not only transfers the classic concept of the shooting brake to the 21st century, but also to the premium compact segment. The model also marks an important new era for MINI as it resonates with MINI’s new brand corporate identity, which was revealed earlier this year.
Technologies which were highlighted at the BMW Group stand at this year’s International Motor Show include BMW EfficientDynamics, Laserlight, ConnectedDrive and the complete BMW i range of innovative motoring.