PROBLEM
BMW is just another Olympic sponsor.
OBJECTIVE
To leverage current sponsorship, to increase top of mind awareness among target audience, and to communicate a lasting message of the high performance qualities of BMW vehicles.
TARGET AUDIENCE
DEMOGRAPHICS
TARGET AUDIENCE
PSYCHOGRAPHICS
BUDGET
FLOW CHART
MONTH MEDIA | APR | MAY | JUNE | JUL | AUG |
RADIO :30 sec Local | •••• | •••• | •••• | •••• | •••• |
MAGAZINE Single Full Page Colour | •••• | •••• | •••• | •••• | •••• |
NEWSPAPER 1/2 page B/W Horizontal | •••• | •••• | •••• | •••• | •••• |
TRANSIT Shelter | •••• | •••• | •••• | •••• | •••• |
OOH Billboard Digital Billboard | •••• •••• | •••• •••• | •••• •••• | •••• •••• | •••• •••• |
Direct Marketing | •••• | •••• | •••• | •••• | •••• |
Online Youtube Facebook | •••• | •••• | •••• | •••• | •••• |
Other IMC Contests/Event | •••• | •••• | •••• | •••• | •••• |
THE INSIGHT
CONCEPT 01
People tune in to watch the olympics because they are motivated by the excellence and the high performance of the athletes.
THE BIG IDEA
CONCEPT 01
Elite athletes and BMW’s consist of high quality, well built components that result in a high performance machine.
THE HUMAN ENGINE
THE CONCEPT
CONCEPT 01
Making the parallel between the fine-tuned bodies of olympic athletes to the engines and performance of BMW vehicles.
PRINT-SP MAGAZINE
THE HUMAN
ENGINE
THE HUMAN
ENGINE
THE HUMAN
ENGINE
OUT OF HOME-BILLBOARD
THE HUMAN
ENGINE
TRANSIT- POSTERS
THE HUMAN
ENGINE
PRE-ROLL- 30 SEC.
THE HUMAN
ENGINE
THE PERFECT BLEND
THE HUMAN
ENGINE
MUSIC: Instrumental
FRAME 3
FRAME 2
FRAME 1
SFX: BMW i8 Engine
THE HUMAN
ENGINE
MUSIC: Instrumental
FRAME 4
FRAME 5
FRAME 6
SFX: BMW drifting
THE HUMAN
ENGINE
MUSIC: Instrumental
FRAME 7
FRAME 8
FRAME 9
SFX: Engine revving, sound of sixth gear engaging.
THE HUMAN
ENGINE
MUSIC: Instrumental
FRAME 10
FRAME 12
SFX: Engine revving, sound of sixth gear engaging.
FRAME 11
THE HUMAN
ENGINE
THE FINE BLEND
THE HUMAN
ENGINE
MUSIC: Instrumental
THE HUMAN
ENGINE
FRAME 1
FRAME 2
FRAME 3
SFX: Engine revving, sound of sixth gear engaging.
THE HUMAN
ENGINE
MUSIC: Instrumental
FRAME 4
FRAME 5
FRAME 6
SFX: Crowd cheering
THE HUMAN
ENGINE
MUSIC: Instrumental
FRAME 7
FRAME 8
FRAME 9
THE HUMAN
ENGINE
MUSIC: Instrumental
FRAME 10
FRAME 12
FRAME 11
THE HUMAN
ENGINE
RADIO- 30 SEC.
THE HUMAN
ENGINE
THE PERFECT MACHINE
THE HUMAN
ENGINE
ANNCR:
What makes Olympians so unique?
Is it their gifted physiques? The years and years of training? Or the constant struggle of pushing their physical limits?
It’s more than that.
It’s the tuned allegiance of excellence in every component of their bodies getting together to create the perfect machine. A machine engineered to win.
Let’s cheer together on our athletes’ journey to the summer Olympics.
BMW, Defining performance.
THE HUMAN
ENGINE
EVENT- OFSAA
THE HUMAN
ENGINE
THE HUMAN
ENGINE
THE HUMAN
ENGINE
CONTEST / MICROSITE
THE HUMAN
ENGINE
THE HUMAN
ENGINE
THE HUMAN
ENGINE
SOCIAL MEDIA / FACEBOOK
THE HUMAN
ENGINE
CONTEST / MICROSITE
THE INSIGHT
CONCEPT 02
The target audience craves the thrill and adrenaline that comes with the quick acceleration and driving dynamics of BMW.
THE BIG IDEA
CONCEPT 02
The feeling of adrenaline that you get while driving a BMW is similar to the thrill that comes with competing in sports. BMW allows you to feel this sensation every time you drive.
THE MOMENT OF THRILL
THE CONCEPT
CONCEPT 02
Displaying both the feelings of the athletes during competition and the feelings someone experiences when getting behind the wheel of a BMW.
PRINT-SP MAGAZINE
THE GLORY
DAYS
THE GLORY
DAYS
THE GLORY
DAYS
OUT OF HOME-BILLBOARD
THE GLORY
DAYS
PRE-ROLL- 30 SEC.
THE GLORY
DAYS
THE GLORY
DAYS
ADRENALINE
FRAME 1
FRAME 2
FRAME 3
THE GLORY
DAYS
THE GLORY
DAYS
FRAME 4
FRAME 5
FRAME 6
SFX: Engine revving.
SFX: Engine revving.
THE GLORY
DAYS
FRAME 7
FRAME 8
SFX: Engine revving, sound of sixth gear engaging.
FRAME 9
THE GLORY
DAYS
FRAME 10
FRAME 11
FRAME 12
SFX: Engine revving, sound of sixth gear engaging.
THE GLORY
DAYS
PRECISION
FRAME 1
FRAME 2
FRAME 3
SFX:
One, Two, Three, Go.
THE GLORY
DAYS
THE GLORY
DAYS
FRAME 4
SFX:
Jumping on diving board
SFX:
M3’s accelerating
FRAME 5
FRAME 6
THE GLORY
DAYS
FRAME 7
FRAME 8
SFX:
2 M3’s breaking and drifting really hard.
FRAME 9
THE GLORY
DAYS
FRAME 10
FRAME 11
FRAME 12
SFX:
2 M3’s accelerating and braking
SFX:
Crowd cheering and applauding
SFX:
Big splash
THE GLORY
DAYS
RADIO- 30 SEC.
THE GLORY
DAYS
ULTIMATE THRILL
THE GLORY
DAYS
ANNCR:
Competing in the Olympics is the ultimate thrill:
The nerves you get right before walking out the tunnel.
The tingling sensation from head to toe as you stand on the edge of the pool. The look on your competitors’ eyes and that realization that it all has come down to this.
A moment for you to shine.
As the adrenaline kicks in you forget about everything in the world. It’s a feeling of freedom and impulse to just win, to prove others wrong and to prove yourself right. To let go and let your emotions dictate the outcome.
Join me and all of Canada in our Olympic team’s quest for victory.
BMW. The thrill of performance.
– Ryan Cochrane
THE GLORY
DAYS
EVENT- THE ULTIMATE TEST DRIVE
THE GLORY
DAYS
THE GLORY
DAYS
DIRECT MARKETING- EMAIL
THE GLORY
DAYS
THE GLORY
DAYS
SOCIAL MEDIA- FACEBOOK
THE GLORY
DAYS
THE GLORY
DAYS
THE GLORY
DAYS
THE GLORY
DAYS
TRANSIT- POSTER
THE GLORY
DAYS
THE GLORY
DAYS
CONTEST
THE GLORY
DAYS
THE GLORY
DAYS
SUMMARY
CONCEPT 01
Elite athletes and BMW’s consist of high quality, well built components that result in a high performance machine.
THE HUMAN ENGINE
SUMMARY
CONCEPT 02
The feeling of adrenaline that you get while driving a BMW is similar to the thrill that comes with competing in sports. BMW allows you to feel this sensation every time you drive.
THE MOMENT OF THRILL
ADDITIONAL RECOMMENDATIONS
ADDITIONAL
RECOMMENDATIONS
ADDITIONAL
RECOMMENDATIONS
ADDITIONAL
RECOMMENDATIONS
ADDITIONAL
RECOMMENDATIONS