It was history in the making when the FIA Formula E Championship announced a race in Hong Kong for 2016. To be held along the city’s Central Harbourfront, the event would be unprecedented for Hong Kong and would kick off a third exciting season for the Formula E series.
BMW is a major participant in Formula E as well as a leader in electric vehicle technology. Accordingly, the German brand envisioned holding a series of events, activities and installations to complement the race and highlight its range of advanced electric cars:
• BMWi Electrifying Parade
• BMW new i3 launch event at eVillage
• BMW booth at eVillage
• BMW VIP Lap
Specifically, Pico aided in determining the ideal route for the ‘BMWi Electrifying Parade’, organised a participating fleet of 100 BMW i3 and i8 cars, and coordinated the parade with police and Western Harbour Tunnel officials.
The parade was the highest profile element in the project, with approximately 100 BMW electric cars crossing Hong Kong’s iconic Victoria Harbour via the Western Harbour Tunnel to China Merchants Wharf. These commemorated the marque’s centennial and celebrate the state-of-the-art in sustainable motoring. Notably, each of the cars was privately owned and driven, with participants registering for the parade via an online campaign.
The parade provided the perfect segue to the launch of the latest BMW i3 electric car, held at Formula E eVillage. Almost 100 members of the media attended the unveiling, ensuring wide coverage both within and beyond Hong Kong.
Pico arranged catering and provided event management for the i3 launch event, and expertly assembled BMW’s booth at Formula E eVillage with the BMW team from Germany.
Finally, Pico also provided on-site support to ensure the smooth execution of the ‘BMW VIP Lap’ activity. The ultimate in audience engagement was available at the ‘BMW VIP Lap’ event, where selected VIPs could actually test the full performance of BMW i3 and i8 cars at the Formula E circuit.
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