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.
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. Ten 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 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.
According the BMW the new 3 Series Sedan benefits from significantly enhanced sporting prowess, a new design language, extensive refinements to its premium ambience and trailblazing driver assistance, control & operation and connectivity technology.
It will also have noticeably sharper driving dynamics courtesy of extensively upgraded chassis technology, new damper technology, stiffer body structure and suspension mountings, wider tracks, minimised weight, a low vehicle centre of gravity and even 50 : 50 weight distribution.
The new BMW 3 Series market launch commences in March 2019. Contact your preferred BMW dealer for more information.
Video and photographs by BMW AG.