The communicative launch of the BMW 3 Series is crucial, because nowhere else in the world are its fans as passionate as in Germany. In short, BMW is facing its most important launch of the year for the German market. However, leaks to the new design are causing an uproar. The worldwide launch of BMW’s first personal voice assistant is of little help, because voice control systems are not finding a sympathetic ear in the German car community. Or are they? We present a new perspective, bring smart voice technology to life and use Facebook to provide answers to everyday questions.

The result: The Mona IPA puts a smile on the face of the community, delivers personalized answers and steers sentiment into the fast lane. In a single day, 150 individual videos, over 3,000 answers and 27,000 positive comments are created.