The BMW i3 Experience Takes Over Car Park Level 3 in Buchanan Galleries
BMW i is giving shoppers in Buchanan Galleries this weekend the opportunity to get behind the wheel of the BMW i3 for a completely redesigned test drive. The experience will showcase the new electric model with an education area where people can look and touch the car, and learn about different aspects such as its sustainability credentials and how it has been manufactured. There is also an innovative light installation and interested individuals have the opportunity to take the car for a test drive.
BMW Experts will be available to answer any questions. Anyone interested in the test drive is required to bring their driver’s licence and National Insurance number.
BMW has increased its UK experience spend by 50% over the past year for their BMW I electronic car model. Sophie Chiappe, marketing manager for the BMW i brand of electric cars spoke to Campaign before the launch of the BMW i3 activation saying: “I think we feel like we’ve got the opportunity to cut through a busy market. [Experiential] is a channel where you can be quite targeted in who you’re appealing to and I think experience is providing people with the opportunity to then also share content themselves.”
Shopping centres, such as Buchanan Galleries, have been chosen for the activation to appeal to a broad audience and show them that an electric car is good for families or couples.
The activation in Buchanan Galleries is running from 20 to 22 October.