Bava: The Cheif Entertainment Officer

Result

19M+ views

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411K+ 

engagements 

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156K+ 

new social fans

The Challenge_

Joy, expressed globally as “Sheer Driving Pleasure” is at the cornerstone of BMW’s brand image. However, with auto industry changes such as electrical vehicles impacting the driving experience, joy needed to go beyond the car. The start to this would be the announcement of its partnership with the opening of Universal Beijing Resort in September 2021, by creating the first ever car brand virtual amabassador in China, BAVA.

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The Idea_

We started by giving BAVA a professional persona: 

Chief Entertainment Officer, BMW China. BAVA was recreated

in CGI and introduced to the world in a series of contents, including: "BAVA’s Announcement" and "Follow BAVA to Universal Beijing Studio". We dove into the overall brand experience and discovered a key moment of joy. During car delivery, BMW buyers were given a welcome gift, including a bear named BAVA. This led to the creation of BMW’s first virtual ambassador, BAVA the Bear.