Shoppers at iconic London department store Selfridges are being offered free chauffeured drives to and from either the Selfridges’ flagship store on Oxford Street or the Selfridges Manchester Exchange Square store in emission-free BMWi cars.
Alternatively, consumers can get behind of an all-electric BMW i3, an emission-free car for city driving which BMW claims is sustainably designed throughout.
The partnership between Selfridges and BMWi coincides with the retailer’s first creative campaign of 2017, ‘Material World’, which aims to educate consumers on how people can work together for a more sustainable future in retail.
Experience agency TRO is responsible for delivering the experiential activation for BMWi, which will see the visionary electric vehicle brand offer complimentary driving experiences for Selfridges’ customers from now until April 9th 2017.
TRO will also deliver an in-store activation in the Technology Hall on the lower ground floor at Selfridges Oxford Street with a bespoke digital installation, providing shoppers with information about electric cars and the BMWi range.
Rachael Carless, Events Manager at BMW Group, says: “We are delighted to be on board with such a fantastic campaign championing innovation in sustainable fashion. Inspiring design and sustainable mobility are at the core of what BMWi exemplifies and we regard the partnership as a rich opportunity for BMWi to create an attractive driving experience for our target audience.”
Tara Allen-Muncey, BMW Account Director at TRO, adds: “The partnership offers fantastic brand synergy and we’re looking forward to a successful activation providing both a unique experience and a beneficial service to Selfridges customer base.”
TRO is a global experiential event agency which connects people and brands through memorable experiences, generating brand advocacy and driving sales. With a full in-house design, build and logistics team, and 16 offices in 11 countries, TRO has 400 staff servicing clients in Europe, Asia and Australia.
Selfridges’ commitment to sustainability is attested to by the fact that in May 2016 it won the inaugural award for World’s Best Sustainability Campaign at the IGDS (Intercontinental Department Stores Group, the worldwide association for department stores) world summit.
Selfridges has four stores – one each in in London and Birmingham and two in Manchester (Trafford Centre and Exchange Square). Its international website now delivers within the UK and to over 130 countries, trading in eight currencies. Selfridges was named Best Department Store in the World by the IGDS in 2010, 2012 and 2014.
The store group has an ongoing, store-wide sustainability programme, Buying Better, Inspiring Change, which empowers its buyers to encourage best practice and to drive improvements in responsible, ethical retail practice. During the ‘Material World’ campaign, Selfridges will encourage established brands to tell their material stories and position provenance and production at the forefront of fashion retail.