In January 2012, BMW kicked off a two-year field trial for its first-ever all-electric car, the BMW ActiveE. Its 700 drivers – the BMW Electronauts – provided quantitative and qualitative driving data about the electric lifestyle to guide BMW’s production of its first mass-produced EV, the BMW i3.
The Electronaut Effect
We created a personalized, interactive experience site for our BMW Electronauts to explore the effect of every electric mile they had driven in the categories of Range, Savings, and Environments. They could also explore the collective results from the entirety of the field trial and see where they stacked up against their fellow Electronauts. Finally, a public-facing version of the site helped showcase the real-world benefits of driving an electric vehicle while also highlighting the electrifying impact of the BMW ActiveE Field Trial.
2014 One Show Interactive Merit , 2013 IAB MIXX Awards Shortlist
Agency: kbs+
GCD: Marc Hartzman
AD: Olena Shmahalo, Aaron Perez
CW: Casey Beck
The Electronaut Yearbook
To commemorate their participation, we created a personalized keepsake book that highlights their experience. It includes select posts from Electronaut bloggers, photo galleries from driver-organized events, their collective driving data – as well as space for Electronauts to fill in their own stats – and more. It was a simple way to say thanks and further encourage brand loyalty.
Agency: kbs+
GCD: Marc Hartzman
AD: Olena Shmahalo
CW: Casey Beck
YouTube How To Videos
We created an Electronaut video guide called "What Else Can Your Car do?" to educate our BMW ActiveE drivers on various features and help them fully take advantage of their EV. These are far from your standard product videos, so go ahead and watch a few.
(The entire YouTube playlist can be found here.)
Agency: kbs+
GCD: Marc Hartzman
AD: Olena Shmahalo
CW: Casey Beck - this was also my first debut as a hand model
These two print ads ran in the electric vehicle trade magazine Plug In America.
Agency: kbs+
GCD: Marc Hartzman
AD: John Malone
CW: Casey Beck