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The ultimate BMW driving experience with evo Australia

Hosted at Sydney Motorsport Park and Norwell Motorplex in Queensland, evo Australia and BMW collaborated to create The Ultimate Driver Experience.

The challenge was to create an engaging campaign whereby BMW M Division’s specific target audience (AB, high-income men) could experience the precision of the BMW M series on the freedom of a racetrack. Expanding the campaign across all MMNetwork platforms, from airports to social and video, we provided BMW M with a highly engaged, relevant audience that was interested in premium motoring and all of its aspects.

The Ultimate Drive Day culminated with 40 lucky competition winners strapping in for the ride of their lives. Each participant left with an amazing experience from the fun side of pit wall, but also an individually edited video of their track day experience. That the race track car parks were filled with many generations of BMW M cars provided testimony to the success of providing the right audience even on a working week day.