BMW Joyfest 2018 Executed by CS Direkt Brings A Never Seen Before Experience to Customers

Marketing | May 11, 2018 | News

BMW CS Direkt

BMW India partnered with CS Direkt for the BMW Joyfest 2018 which aimed to give customers a real-time experience of the BMW products and brand across 15 cities. The final goal was to generate maximum enquiries through drives and experiences. The event was spread across cities and divided into 4 parts with the first edition conducted in Jaipur on March 24-25, Ludhiana on April 7 and 8, Mumbai from April 20-22, and Goa on May 5 and 6.

The brief shared by BMW was simple and precise: The brand wanted to provide a greater experience by doing something larger than life and something that was never done before in India. The brand wished to generate a wow factor amongst customers and competition and make the Joyfest a real fest. 

As it is BMW Policy to restrict the ride experience only to customers, Team CS Direkt innovated a concept of getting a double story marquee from China, so customers could see how the drive was happening. This also helped engage the family and friends of the customers. With the event scheduled around the weekend, the Saturday nights saw a VIP Dinner being organised for engagement with customers getting a real feeling of the M cars and their capability of drifting. There were also Taxi Laps provided to guests to increase the aspiration value for the brand.

A Carnival was set up for attendees with a whole lot of games, competitions and the opportunity to win exciting gifts. The entertainment was provided by fire jugglers, magicians, and musicians. Bartenders were roped in from Yangduplama and they showcased some crazy juggling skills. There were also Crazy Scientists that enthralled audiences by using nitrogen to show their magic to the customers. Nina & Mallika from the renowned Electrovertz group as the DJ for the night kept the guests on their toes through the night.

Innovations done during the event was the real-time experience of Nurburgring Race Track, with a live model of the track and the environment around it. The experience also showcased the use of technology on BMW Slot cars and gave customers a chance to race with BMW Cars. The structure and the Abs Panels were used instead of the usual hanger cloth making it easy to install and maintain.

One of the biggest challenges faced by the CS Direkt team was the extensive travel especially as 10 32’ trucks were used for the whole set up. Additionally, the short set-up times coupled with HVAC planning, multi-city execution maintaining the same experience in every city also added to the challenges the team effectively overcame. The end saw an enhanced experience for the with a premium experience for all the customers. BMW got a chance to increase the aspiration value for the car which translated into an increase in enquires.

Talking about the event, Luv Mahajan, General Manager – Client Servicing, CD Direkt said, “We are extremely happy and excited to bring India’s first ever Double Decker Marquee. We realised its potential during one of the industry events and then dug deeper into the products that were offered in Germany, Dubai, and China. The excitement that people had when a BMW car drifts and sound of the M cars was a completely fantastic experience and left people in awe of the brand. We showcased it to the customers in real time and provided them with a bird’s eye view of the whole experience. We expect the Double Story Structure would mark a new beginning in the way Motorsport and Sports events are done in India."

The event was spread across cities and divided into 4 parts with the first edition conducted in Jaipur on March 24-25, Ludhiana on April 7 and 8, Mumbai from April 20-22, and Goa on May 5 and 6.

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