“Expedition to Mars” is a futuristic and above all, a unique conceptual project, implemented for Delta Motors – exclusive importer and distributor of BMW and MINI automobiles, for Serbia and Montenegro. In order to launch a vehicle that is more than ready to overcome every road obstacle, whether it is located on the Planet Earth or the Planet Mars – the new BMW X3, the expedition has gathered more than 600 guests, offering everyone a unique possibility to experience and explore the Red Planet.
Accompanied by “space stewardess” in specially designed space suits, the guests went on a space journey, through the unique tunnel, inspired by the true spaceship interior. The journey was conjured up by remarkable LED screen video animations, sound and special effects, in order to boost the sensation of a cosmic voyage. The ambience and set design were inspired by the surface of the Red Planet and science fiction motives. The panorama of Mars was conjured up by 8K projection, launched on the largest screen ever installed at the event in Serbia (dimension: 37x5m).
Before the event, the most unusual invitations – special glass tubes with a sand sample from the Red Planed, were sent to all guests, insinuating what is to be expected on the following expedition. Aft the end of the event, after all guests successfully finished the expedition, all “space travellers” got memorable giveaway presents – “Space Rocks from your Mission to Mars”, made of the most refine chocolate. The idea was to remind all guests that there are “the things we do, and the things we do with passion”.
The first “Expedition’ to Mars” was a unique experience to all of its ‘members’, creating a strong brand impact by generating emotions and engaging the audience, not just with the BMW, but also with company Delta Motors, as an exclusive importer and distributor, with impeccable reputation. Alongside raising the BMW brand awareness and its luxury image, most importantly it led to a long-lasting perception of a brand as a futuristic, inspiring and innovative.
