BMW: IconicSounds electric

BMW, an automobile brand, redefined consumers’ perceptions of electric vehicles (EVs) in terms of sound and generated excitement around EVs of the future.

Campaign details

Brand: BMWAgency: Mirrored Media

Campaign Summary

"Sound defines personality. It adds emotion and depth to a character" - Hans Zimmer

Electric vehicles tend to be synonymous with silence and sterility, but BMW's IconicSounds Electric redefined this notion and generated excitement around electric vehicles of the future and creating an emotional connection between car and driver through sound. We did this by partnering with the world's greatest composer, Grammy and Academy Award-winner Hans Zimmer to create revolutionary sound design and concepts within BMW's fleet of electric vehicles.

The campaign drew inspiration from traditional entertainment industry strategies...

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