Sounds like | MarkeTHINK zone

This is what it sounds like

This is communication campaign for car brand, without any cars on the visuals.

This is communication campaign for electric car brand, without any technical specifications:

no information for battery range;
no information for charging speed;
no information for performance etc.

With this campaign BMW reframes silence as an opportunity to reconnect with the nature and positions electric mobility as an environmental experience.

The campaign is based on one elegant idea – the quieter the car, the louder nature becomes and you can experience the world differently.

By making the nature the “voice” of the vehicle, this BMW campaign is sophisticated, emotionally engaging and reinforcing the brand’s premium identity while redefining what electric driving can be.

Meanwhile the key message of the campaign is not telling directly to the audience to protect nature, but invites the audience to experience it: “This is what your electric BMW sounds like.”

And as the campaign is launched around the April 22nd Earth day this year, the sub-headline of the campaign logically is: “April 22nd Earth day. Listen to Earth.”

And here are the key visuals.

Enjoy!