Paris. With an enigmatic smile that has mesmerised
audiences for more than 500 years, Leonardo Da Vinci’s world-renowned
Mona Lisa is undoubtedly one of the most famous paintings of all time.
Anyone who looks into her eyes cannot help but wonder: Who is she, and
what is she thinking? The BMW Group has now revealed her secrets in an
eye-catching campaign to promote the new BMW Intelligent Personal
Assistant on the square in front of Centre Georges-Pompidou in Paris.
Passers-by could ask the icon questions – and learn surprising facts
about the mysterious lady. For the BMW Intelligent Personal Assistant,
BMW broke the Mona Lisa’s silence.
10-metre-high Mona Lisa talks to passers-by
Anyone who wished to have a conversation with Mona Lisa could do so
from 1-3 October on the square in front of the Centre Georges-Pompidou
in the heart of Paris. The campaign was part of the BMW Group
programme for the Paris Motor Show, the “Mondial de l’Automobile
2018”. While visitors to the Louvre are often surprised by how small
the Mona Lisa is in real life, the talking version has impressed with
its size alone. 10 metres high and 7.5 metres wide, visitors could
check out the enormous LED installation for three days in Paris. The
total structure, which was unveiled on Monday after four days of
construction, weighs in at 36 tonnes.
Using face-tracking, Mona Lisa was also able to move her face and
hands on the 75-square-metre LED screen and answer questions visitors
speak into a microphone. The grande dame spoke fluent French, English
and German. It turned out Mona Lisa is a car enthusiast and especially
looking forward to the new BMW 3 Series Sedan, which already comes
with integrated BMW Intelligent Personal Assistant and celebrated its
world premiere at the “Mondial de l’Automobile 2018”.
“The BMW Mona Lisa installation brings a world-culture icon into the
21st century and creates a platform with global reach for the BMW
Intelligent Personal Assistant. The result is a clear symbol of how
innovative connectivity features and voice assistants can change our
world and interaction between humans and machines,” explains Stefan
Ponikva, head of BMW Events and BMW Group Automotive Shows. “The BMW
Group has set the pace for connectivity and intuitive operation for
decades. With the BMW Intelligent Personal Assistant, BMW is
redefining the driving experience and interaction with the vehicle.”
The live installation was accompanied by a social media campaign.
Those unable to make the trip to Paris to experience the installation
could also visit BMW’s international Facebook page (www.facebook.com/bmw). To
coincide with the start of communications for the new BMW 3 Series
Sedan, questions about the vehicle and the BMW Intelligent Personal
Assistant have also been answered there by the talking Mona Lisa.
New BMW Intelligent Personal Assistant on board from March 2019
The BMW Group campaign focused attention on the new BMW Intelligent
Personal Assistant, which will be riding along as a digital passenger
in selected BMW models from March 2019. It helps the driver operate
the vehicle, by controlling vehicle functions as and when they are
needed. For example, BMW’s Intelligent Personal Assistant will respond
to “Hey BMW, I’m cold” by turning up the heating. It can also explain
many functions (“How does the High-Beam Assistant work?”), help find a
parking spot and ensure the driver feels comfortable – for example, by
activating a vitalisation programme with light, temperature and music
effects to prevent fatigue. A special feature is that the digital
assistant can also be given a name.
There are already more than 11 million connected BMW Group vehicles
on the roads worldwide, as well as three million registered BMW
Connected users. The BMW Intelligent Personal Assistant is poised to
continue this success story.
Agencies.
Concept and implementing: Jung von Matt / Next Alster Jung von
Matt / Sports
Social Media: Territory Webguerillas
If you have any questions, please contact:
BMW Group Corporate Communications
Julian Hetzenecker
Communications Marketing BMW Welt
Phone: +49-89-382-39229
mailto: Julian.Hetzenecker@bmw.de
Media website: www.press.bmw.de
The BMW Group
With its four brands BMW, MINI, Rolls-Royce and BMW Motorrad, the BMW
Group is the world’s leading premium manufacturer of automobiles and
motorcycles and also provides premium financial and mobility services.
The BMW Group production network comprises 30 production and assembly
facilities in 14 countries; the company has a global sales network in
more than 140 countries.
In 2017, the BMW Group sold over 2,463,500 passenger vehicles and
more than 164,000 motorcycles worldwide. The profit before tax in the
financial year 2017 was € 10.655 billion on revenues amounting to
€ 98.678 billion. As of 31 December 2017, the BMW Group had a
workforce of 129,932 employees.
The success of the BMW Group has always been based on long-term
thinking and responsible action. The company has therefore established
ecological and social sustainability throughout the value chain,
comprehensive product responsibility and a clear commitment to
conserving resources as an integral part of its strategy.
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