“Joy,” defined globally as Sheer Driving Pleasure, sits at the heart of BMW. But as electrification reshapes the driving experience, joy needed to extend beyond the car.

To launch BMW’s partnership with Universal Beijing Resort in 2021, we created China’s first virtual automotive ambassador: BAVA.

Inspired by a meaningful ownership touchpoint — the BAVA bear gifted at vehicle delivery — we evolved the character into BMW China’s Chief Entertainment Officer, brought to life through CGI and launch content including “BAVA’s Announcement” and “Follow BAVA to Universal.”

A moment of ownership joy became a scalable digital brand icon.

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