As BMW Group celebrates its 100th anniversary in 2016, the #Beyond100 content cooperation with Bloomberg Media will highlight the company’s continued evolution in its mission to shape tomorrow’s future.
During the next six months #Beyond100 will pose 100 Q&As across Bloomberg Media’s portfolio of print, video and digital media. Beyond100 will tap into BMW Group’s pioneering spirit and visionary engineering to create a multimedia compendium of thought leadership around how we will move and live in the future, says Bloomberg.
The automotive sector is in the midst of mass disruption; over the coming months, the #Beyond100 campaign will address many of the major megatrends currently impacting mobility, from digitalization and urbanization to the shift towards more sustainable living and the growing demand for customized solutions.
According to Bloomberg, BMW Group’s forays into self-driving cars and car sharing apps, together with personalised driving, 3D Printing and the rise of electric vehicles, has created an exciting and diverse company, with a strong story to tell.
Bloomberg’s in-house creative team, Kinection, has drawn upon BMW Group’s latest launches and projects, interviewed its leaders in design and engineering, and talked to specialists in related fields. The campaign also leverages data and trends from Bloomberg Intelligence (the media owner’s bespoke data division) to help bring #Beyond100 to life.
The campaign, devised in close cooperation with Ketchum Pleon and Vizeum, will run across Bloomberg Businessweek, Bloomberg Pursuits and Bloomberg.com. There will be supporting social media activity across Bloomberg and BMW Group.
Print activity starts on 14 July with a sponsored feature examining how the BMW Group will be defined in the future in BusinessWeek EMEA. Additional features include an exploration into how cities and roads will develop, the evolution of BMW Motorbikes and how data will propel the cars of tomorrow.
Penny Bartram, Bloomberg Media's Head of Marketing in EMEA, said: “Working with a company as prestigious as BMW Group around its most significant milestone is a great moment for us, as we continue to build our reputation in the custom content space.
“Our senior talent and global media portfolio has created a unique opportunity to showcase the creativity and intuition that has made BMW Group an undisputed industry leader. The #Beyond100 campaign is a great demonstration of how Kinection is able to use its editorial expertise, together with data and insights, to build compelling stories for brands looking to engage with Bloomberg’s affluent audiences.”
