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The BMW Joy Campaign has been rolled out globally
The Main Event International helped kick start BMW's global Joy campaign with an event at the Abu Dhabi Grand Prix
BMW Case Study
The Main Event used the inaugural Abu Dhabi F1 Grand Prix to create massive media awareness for the global BMW 'Joy' campaign
Event Challenge:
To create awareness of the new Global BMW ‘Joy' brand campaign.
Event Insight:
Our goal was to create a media buzz and generate consumer attention of the new BMW ‘Joy’ Campaign through experiential activities based around the inaugural Abu Dhabi F1 Grand Prix.
Event Idea:
All marketing activities and experiential activities needed to create ‘Joy’ amongst consumers and strengthen the relationship between BMW and motor sport fans, car owners and the general public during the Abu Dhabi Grand Prix weekend.
Event Results:
TMEI won the pitch through a variety of visually spectacular and press generating events, stunts and activities including the creation of a BMW speedboat car, a branded billboard truck releasing floating logos, forehead ads, branded windscreen shields and protective ear muffs, and creating a BMW branded ‘race track’ in one of the busiest city car parks.