BMW gets into Conversations

Malaysia - BMW Group Malaysia and The Greatest Hits have collaboratively created "Conversations in a BMW", a six-part web TV series featuring interviews with six personalities in Malaysia who are at the forefront of their respective industries.

Hosted by Miss Malaysia World 2010 winner Nadia Heng, the series follows Heng's individual interviews with rising Malaysian artist Nini Ramlan, Arab Malaysian Bank founder Husain Najadi, Malaysian Waterski & Wakeboard Federation national coach Philippa Yoong, Vin's Restaurant & Bar Kuala Lumpur owner Navin Karu, online fashion magazine Tongue-in-Chic media owner Loo Jia-Wei and Criminal Law and Public Interest Litigation Department partner Edmund Bon while riding in a BMW.

Hardesh Singh, founder of The Greatest Hits, said the personalities were chosen together with BMW Malaysia and their PR agency Cohn & Wolfe XPR based on certain criteria.

"We wanted a good mix of industry background, experience and not to mention gender. These are individuals who are thought leaders in their chosen fields. They aren't necessarily always in the limelight, but the work they do carries a lot of weight in pushing our collective culture forward," said Singh.

According to BMW Group Malaysia head of corporate communications Sashi Ambi, the personalities highlighted represented the BMW brand and the premium expression it aims to communicate with the brand.

"These individuals are the next generation of Malaysian entrepreneurs and their contribution to corporate Malaysia, which is the road less taken, is to be recognised, taken inspiration of and emulated," said Ambi.

Beyond the showcase of the car, which was provided by BMW for the conversations, the campaign is meant to showcase BMW as an aspiring, innovative and dynamic brand for the ambitious Malaysian, according to Ambi.

Each episode highlights an individual, shot over a period of two weeks. Using online platforms, the videos are released every Wednesday morning, starting from 27 March.

Publicity on "Conversations in a BMW" is done via the BMW Malaysia Facebook page, with the videos uploaded on PopTeeVee, The Greatest Hits' sister site.

"PopTeeVee was our partner of choice because they are and have been leaders in the web TV industry with their satirical programme That Effing Show. This collaboration between BMW and PopTeeVee is a partnership that one would not expect, which is why it is intelligent, creative and ahead of the curve," said Ambi.

"This was an idea we brought to them [BMW Group Malaysia] as a cold pitch. I believe they saw the value of extending their reach in new media, following through on their success with BMW Shorties and they were extremely open and supportive. It's highly commendable when brands are willing to have their products imagined in creative ways," said Singh.