BMW vs. Uberboeing
Heard of Uberboeing? Nah, not unless you work in a key position at BMW. But you are here for ideas out of the box, right? Read the story we designed for BMW.
BMW innovation program »Interior of the future« asked for internal marketing their agenda.
»Win over people who have to listen to 420 pitches a day.«, Jürgen said.
»Ja.«, we nodded.
Good stories are based on the drama between protagonist and antagonist. The question is: If BMW is the protagonist, who can make BMW not only listen but also take action?
In order to thrill our audience from the very first second, we have designed probably the worst nightmare a German car brand can imagine. A threatening mobility monopoly. The fictional joint venture from Uber and Boeing, »Uberboeing«.
Uber and Boeing not only merged their companies but also street and airspace. This superior power enables Uberboeing to dominate the mobility sector, launching innovations at speed others can only dream of.
We faked press coverage, keynotes, podcasts, pictures, blogs. The team at BMW lead by Head of Innovation Dr. Jürgen Lemmle leaked the »news«.
The immediate reactions to Uberboeing were basically »This can’t be true now« or, »Please tell me this is not true«.
And then they listened.
And that’s what our story was designed for.
»Interior of the future« reached the next step and we were asked to continue. But the idea was uncovered, we had to change strategy. We wrote a spin-off introducing the visionary CEO of Uberboeing, Mr. Trevor Balls.
Uberboeing has meanwhile stopped its manipulative activities at BMW. Yet to this day they live on in the collective mind. The fictional brand has not yet become reality. The BMW innovation program is running.