Project Overview
The All New BMW M5 Launch & Exhibition was held from April 4-8, 2012, at the Senayan City Atrium, Jakarta. This prestigious event marked the official introduction of the fifth generation BMW M5 (F10) to the Indonesian market, showcasing the legendary high-performance premium sedan in one of Jakarta’s most exclusive shopping destinations. The event combined a press launch on April 4th with a multi-day public exhibition, allowing enthusiasts and potential buyers to experience this automotive icon firsthand.
Objective
To successfully launch the fifth-generation BMW M5 in Indonesia and position it as the leading high-performance sedan in its class. The event aimed to generate excitement around BMW’s iconic model, which uniquely combines pure sports car performance with executive sedan comfort and luxury. A key focus was highlighting the groundbreaking shift from the predecessor’s naturally aspirated V10 to a more powerful and efficient twin-turbo V8 engine, while reaching premium target audiences in Jakarta’s most prestigious retail environment.
Our Services
We delivered a comprehensive launch experience at Senayan City Atrium, managing both the press launch event and the five-day public exhibition. Our services included complete exhibition design and setup that showcased the vehicle’s design details, luxurious interior, and advanced technology in an exclusive setting. We coordinated press conference logistics and media management for the official launch presentation by BMW Group Indonesia President Director Ramesh Divyanathan, who announced the vehicle’s price at Rp1,988,000,000 (off the road). Our team developed engaging display elements that highlighted key technical features including the M TwinPower Turbo V8 engine, M seven-speed dual-clutch transmission (M DCT), and innovative M chassis system, creating an immersive experience that communicated the superior driving performance on both highways and racetracks.
Results
The launch event successfully introduced BMW’s new performance icon to the Indonesian market, generating significant buzz and media coverage around the fifth-generation M5. The strategic location at Senayan City maximized exposure to premium target audiences, providing potential buyers with an exclusive opportunity to experience the vehicle’s groundbreaking technology and design. The event effectively communicated the M5’s unique positioning as a vehicle that delivers sports car performance without sacrificing executive sedan luxury and comfort. By highlighting the innovative twin-turbo V8 engine and advanced M technology, the exhibition affirmed the M5’s position as the leading high-performance sedan in its class and established strong market momentum for this legendary model in Indonesia.
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