Kiwis are in for a surprise when they visit Auckland’s Viaduct this weekend, as luxury carmaker BMW unveils a ‘peep-show’ activation to celebrate the launch of the 4 Series Coupé.
Created by New Zealand-based integrated marketing agency Pead, the pop-up will feature what the agency describes as a “mysterious” and “sophisticated” ‘man and woman in the window’, accompanied by flower beds, discarded bicycles and wrought iron streetlamps.
The scene, Pead says, is meant to depict the sultry streets of Amsterdam’s Red Light District—there’s even a bouncer at the door.
The activation will run between 1pm and 1am on 26 November until 29 November, with Pead launching an integrated communications campaign to drive awareness and attendance of the activation.
This will include digital content, social media, influencer relations, and PR.
“Our most provocative design, deserves our most provocative launch,” BMW New Zealand head of marketing Gabrielle Byfield said.
“The refreshed brand identity for BMW is bold, daring, exciting, and challenging—and the all-new 4 Series truly reflects the dynamism and progressiveness of our brand.”
Pead director of integrated strategy Kelly Grindle said the agency wanted to deliver a car launch with a difference, something that “makes you raise an eyebrow” and “chat about what you’ve seen at the pub”.
“There aren’t many clients you could convince to create a red-light window activation, complete with an alluring peep-show—so we’re thankful to the team at BMW for their bravery and vision,” Grindle said.
“As with all our campaigns, this is a truly integrated approach—blending our internal skillsets of events and activation, content creation, social and digital influence, and media relations—to deliver a standout result.”
Pead worked alongside contracted suppliers Eventbase, Lux Productions and RadLab to facilitate the activation and surrounding amplification.
For more information on what the woman in the window is up too, follow @bmwnz on Instagram, or head down to Market Square in Auckland’s Viaduct to view for yourself.
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