BMW i brand campaign launched during Sochi 2014 opening

Article by Anita Panait, on February 10, 2014

BMW of North America officially launched the brand campaign for the BMW i brand during the NBC broadcast of the Opening Ceremony of the Sochi 2014 Olympic Winter Games. BMW purchased NBC’s foreign automotive advertising category during their broadcast of Sochi 2014 and started airing three new BMW i spots: “Hello Future”(BMW i brand), “SHHH” (BMW i3), and “Sightings” (BMW i8). 

Starting Feb. 7, 2014, BMW i will air digital shorts throughout the Games appearing at NBCOlympics.com. BMW i is a ground-breaking and innovative concept for sustainable mobility featuring electric vehicles like the BMW i3, which is the first all-electric vehicle made primarily of carbon fiber as well as the BMW i8 plug-in hybrid.

BMW will start selling the BMW i3 and BMW i8 in the United States in the second quarter of 2014. “It is a rare and exciting opportunity to launch a new brand and for BMW i, one that requires a world-stage,” said Trudy Hardy, Vice President, Marketing, BMW of North America.

“We look forward to making a bold statement about the future of sustainable mobility.” “Hello Future” had its debut during the Opening Ceremony of the Sochi 2014 Olympic Games. It employed the words of inventor, futurist and author of “2001: A Space Odyssey,” Sir Arthur C. Clarke. "Hello Future" offers the arrival of BMW i as proof that the future is as fantastic as Sir Clarke predicted.

The new BMW i3 offers customers the chance to experience pure driving pleasure in a package that isn't just luxurious but also environment-friendly. The i3 is the first series-produced model by BMW i and is the first BMW Group model that is powered by electricity. As such, the new BMW i3 offers new yet innovative ways to make city driving enjoyable, sustainable and connected. Blessed with a visionary design, the new BMW i3 conveys the sportiness typical of BMW and the efficiency of a four-seater.

Zero emission isn't the only attribute of the new i3. Further attributes include a passenger compartment made from carbon-fiber-reinforced plastic (CFRP), making the i3 light, stable, safe and spacious. This is complemented by a number of driver assistance systems and mobility services from BMW Connected Drive and the 360° ELECTRIC services, all of which were developed specially for BMW i.

Serving as the heart of the new BMW i3 is an electric motor that delivers a 125 kW (170 hp) of maximum output and 250 Nm (184 lb.-ft.) of instant torque, as sent to the rear wheels through a single-speed transmission. Providing the juice for the electric motor is a lithium-ion battery integrated into the i3’s underfloor section, thereby giving the vehicle a lower center and a more even weight distribution.

As a result, the new BMW i3 offers high levels of agility, handling and stability. This lithium-ion battery has enough capacity to allow the BMW i3 to travel between 130 km and 160 km (between 81 miles and 99 miles) before needing to be recharged from a conventional domestic power socket, a public charging station or a BMW i Wallbox.

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Topics: bmw, advertising

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