Title	BMW OPERA FOR ALL
Brand	BMW
Product/Service	BMW OPEN OPERA: DEVELOPING HIGH-TECH AND SCALABLE SOCIAL PROJECT
Category	A12. Corporate Social Responsibility (CSR) / Corporate Image
Entrant	BMW GROUP RUSSIA Moscow, RUSSIA
Idea Creation	BMW GROUP RUSSIA Moscow, RUSSIA
Idea Creation 2	PICHESKY Moscow, RUSSIA
Production	PICHESKY Moscow, RUSSIA
Production 2	MOST CREATIVE CLUB Moscow, RUSSIA

Name	Company	Position
Denis Zaharov	Pichesky	Creator
Evgeniia Boianova	Pichesky	Senior Account Manager
Nikolay Stepanov	Pichesky	Director
Marina Pereguda	BMW	Head of Brand Communications
Ekaterina Pokidova	BMW	Event marketing
Philipp Osadchiy	BMW	Digital Manager
Evgeny Tkach	MOST	Director
Amber Galloway Gallego	Amber G Productions	Sign language interpreter

Why is this work relevant for Brand Experience & Activation ?

We see the leap forward between traditional Russian "case for the sake of case study" approach and the one we implemented. In fact, nothing was developed purely for the project – we tried to use only the things and techniques that can go further.

Background

"Opera for all" is a global BMW initiative. It's goal is to bring reticent art of opera to masses through a series of free open-air events. Russian BMW unit decided to participate in it as a part of BMW's long-term relations with Bolshoy Theater (the most famous Russian theater). BMW came to us to find the new approach to the event and find solution that will amplify the experience in an out-of-the-box way.

Describe the creative idea

You need to hear in order to listen to opera. That's why "Opera for all" appeared to be not actually for all. As far as Russia lacks inclusive events, we wanted to make our initiative available for people with hearing disorders.

Describe the strategy

• Target audience (consumer demographic/individuals/organisations) The goal is to show the sophisticated art of opera to everyone. But the main guests of this special project were deaf people. • Approach BMW is globally known as an "art-patron" – it's a part of brands positioning. In Russia we are long-term partners of Garage Museum of Contemporary Arts and Bolshoy Theater. But even though they have a name and reputation, not so many people actually know about that due to popularity of contemporary arts and affordability of Bolshoy. They needed a HUGE widely-noticeable event that will prove itself as "avaliable for everyone". "Opera for all" was just the right choice and we needed to amplify the "For all" part.

Describe the execution

• Implementation We chose Subpacks (mostly used by DJ's and sound engineers) that transform music into vibration. They look like flat backpacks and perfectly fit seat backs, so we installed them there. Verbal part of opera was made through sign language (as far as russian deaf people have troubles with subtitles). It was performed by Amber Galloway Gallego, who is famous for working with Lana Del Rey, Snoop Dog and others. She is great at showing not just text, but emotions and drama. Her performance was broadcasted on the iPads our guests had. • Timeline 3 weeks to prepare. 1 day for event. • Placement Live event: Teatralnaya square right in front of Bolshoy Theatre – the very city center, few hundred meters away from the Kremlin. • Scale > 8000 guest 13 special guest ( deaf and people with various hearing disorders).

List the results

• 21st june press conference | 40 journalists 24th june concert on the Teatralnaya square| launch of new BMW X4 Website page visitors: 4500 users in 2 days. • Overall estimated reach – more than 1 mil. (Facebook + Instagram+ YouTube) | Estimated posts count: 420+ on the date of event | On-line stream viewers: 7228 (Facebook and YouTube) • 40+ publications in tier 1 | 100+ publications in tier 2-3| overall reach 250 mio impressions • Huge branded screens were on all day, turning one of the most anticipated Moscow cultural sites into BMW DOOH displays. • The event took place on June 24 right during the World Cup heat, when Moscow was visited by approx. 3 million tourists. BMW took over the Teatralnaya square right in front of Bolshoy Theatre – the very city center, few hundred meters away from the Kremlin.