Case Study / Lifestyle & Sport
BMW Sauber F1 Team
Dressed to win
Client
For more than 25 years, BMW has made a significant contribution and commitment to selected sports that reflect the brand values of precision engineering, technological excellence, sophistication and striving for perfection. In 1982, from its long-standing motor sports heritage, BMW took the ultimate step up into Formula 1. In the same year, the company moved into the world of international golf. In 2002 high performance yacht racing was added to the sporting portfolio. In each of the three, BMW has spread its commitment from flagship events at the highest professional levels to include significant support at the entry or amateur level as well.
The highly-motivated BMW Sauber F1 Team and its passion for the Formula 1 is reflected in every piece of the BMW Sauber F1 Team Collection.
The BMW Sauber F1 Team Collection products signify the key messages of the brand and its fans are able to experience BMW and Formula 1.
Goal
Strategy
For more than 25 years, BMW has made a significant contribution and commitment to selected sports that reflect the brand values of precision engineering, technological excellence, sophistication and striving for perfection. In 1982, from its long-standing motor sports heritage, BMW took the ultimate step up into Formula 1. In the same year, the company moved into the world of international golf. In 2002 high performance yacht racing was added to the sporting portfolio. In each of the three, BMW has spread its commitment from flagship events at the highest professional levels to include significant support at the entry or amateur level as well.
The highly-motivated BMW Sauber F1 Team and its passion for the Formula 1 is reflected in every piece of the BMW Sauber F1 Team Collection.
The BMW Sauber F1 Team Collection products signify the key messages of the brand and its fans are able to experience BMW and Formula 1.
Goal
- High quality and emotional demonstration of the BMW Sauber F1 Team Collection.
- Connect the topic „racing“ with emotion, passion and aesthetics as well as transfer these to its products.
- Increase awareness of the BMW Sauber F1 Team Collection.
- Generate positive coverage in relevant media with focus on online media.
Strategy
- „Racing“
Transfer the experience of motorsports and the BMW Sauber F1 Team to the BMW Sauber F1 Team Collection. - „Premium“
Highlight the BMW quality and its sporty and dynamic design. - „We are BMW Sauber F1“
Point out the fan aspect which makes the people purchase the collection.
Implementation
Results
A wide presence of the BMW Sauber F1 Team Collection in relevant lifestyle and motorsports media.
- Integrate testimonials like Nadja Auermann, Eva Padberg and Alessandra Ambrosio.
- Press releases.
- Cooperations with media and partner brands.
- Press trips for key media, press lunches and road shows to present the BMW Sauber F1 Team Collection.
- PR activities at the race track together with the BMW Sauber F1 Team.
Results
A wide presence of the BMW Sauber F1 Team Collection in relevant lifestyle and motorsports media.
back
