ASMR-Style Films from BMW Invite EV Drivers to ‘Recharge in Nature’

Many of Britain’s National Parks lie in breathtakingly beautiful, but fairly remote parts of the UK which are difficult to reach by public transport. According to data from The National Parks, 91% of the journeys are made by car and the vast majority use petrol or diesel-powered vehicles. 

Research shows that 20% of electric vehicle (EV) drivers did not use an EV on their last journey to one of the National Parks because of anxiety around charging in rural areas. With BMW’s partnership with National Parks UK, the automotive company aims to give EV drivers the confidence to visit the nation’s national parks, along with the support of vital nature restoration projects across all fifteen parks.

The three-year partnership will improve EV access by adding charging stations in remote locations that currently have little or no support for electric vehicles, as well as major routes and busy locations. These installations will allow people to feel more comfortable about visiting by electric vehicle and will be welcomed by tourists, local communities and Park Rangers, alike. 

Through ‘The Recharge in Nature Fund’, BMW and The National Parks UK will also support vital nature restoration, biodiversity, and sustainability initiatives across all 15 National Parks, to help these extraordinary landscapes thrive for generations to come. Initiatives include restoring an active network of dew ponds across the South Downs, using green measures to improve water quality in the River Dee Catchment in Snowdonia National Park, and the Wild Leaders Project of the North York Moors National Park, which aims to support young people and their families from areas of high deprivation surrounding the National Park. 

To launch their partnership, BMW worked together with digital creative company Media.Monks, part of The Marcom Engine (TME). The campaign’s hero piece is a beautiful hour-long film - ‘The Ultimate Recharge’ - created by award-winning nature filmmaker and photographer, Finn Beales. The fully immersive film is recorded in binaural sound, to help viewers experience the slow sounds of nature to its fullest and enjoy the beauty of one of our most treasured landscapes. We join Beales on his slow, relaxing journey in the Lake District in the all-electric BMW iX, which starts from the first installed charger in the park. The film can be viewed here. 

Jonathan Ewles, strategy director at Media.Monks, adds, “Our aim for this first campaign is to connect people with the National Parks by experiencing the sights and sounds of the EV-accessible landscapes in the most immersive way possible. In line with the principles of slow tourism, each piece of communication is designed to offer a moment of tranquillity and release, underlining the importance of these cherished places and the impact nature can have on our mental and physical wellbeing.”

Apart from the hero film, the campaign consists of a series of shorter relaxing ASMR-style films that encourage people to take a moment to recharge in Britain's most breath taking national parks. These films can be viewed here.

The partnership has been brokered by Wasserman Media Group.