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Business Unit: C3-ZA-B3
Product(s): M3 and M2
Campaign Name: BMW Motorsport ZA Cup Series
Product Codes: E46 and G87
Date of briefing to agencies: 26-Aug-24
Campaign Start and End Date: October 2024 to end of December 2026
Client Contact: Ané Viljoen / Marc Carne
1
Overview
Creative Agency Revert
Deadline Date 06-Sep-24
Media Agency Revert Deadline
Date no budget for media at this point all will be organic comms
2
Business & Marketing Objectives: What is the business goal for this brief?
Business Background: Please advise on background of this brief/model?
Given South-Africa's proud and and unique BMW Motorsport heritage - BMW Group South Africa is aiming to re-engage in
local South-African motorsport by: Building a one make series of competitive M2 Racing vehicles that will participate in the
BMW Car Club racing series. Starting a racing panel that scouts for young racing talent, with a focus on transformation by
providing opportunities to in particular young black and female drivers. eSim racing will be used as an additional channel
through which to bolster both PR and Marketing for BMW SA Motorsport as well as scout for development racing talent.A small
series of BMWs will be sourced and used for Driver Development where young talent will 'move up the ranks' from a less
competitive vehicle to the G87 "ZA Cup" car.
What are the business/brand objectives?
Develop a realistic and self-sustaining motorsport comms strategy to further develop the branding and marketing of BMW
Motorsport and the BMW M brand in South Africa. Considering the new Driving performance culture strategy from BMW M and
localising this in this context. following needs to be covered: The
Celebrate
and Showcase BMW's Proud Motorsport Heritage in South Africa: The campaign should aim to highlight BMW's rich motorsport
legacy and tradition in South Africa, connecting with the country's passionate automotive enthusiasts.
Promote the New One-Make M2 Racing Series: The primary objective should be to generate excitement and awareness
around the new BMW M2 one-make racing car, attracting participants and spectators to the BMW Car Club racing events.
Talent Scouting and Development: The campaign should focus on promoting the racing talent scouting and development
program, particularly highlighting the opportunities for young, black, and female drivers. This will help attract and inspire the
next generation of South African racing talent.
Leverage eSim Racing for PR and Talent Identification: The marketing efforts should emphasize the use of eSim racing as a
platform to engage with fans, bolster BMW SA Motorsport's PR and marketing presence, as well as identify and nurture
potential racing talent through virtual competitions.
Showcase the Driver Development Program: The campaign should highlight the BMW driver development program, where
young talents will have the opportunity to progress from less competitive vehicles to the flagship "ZA Cup" car, providing a
clear path for aspiring racers.
Build Brand Affinity and Loyalty: The overall campaign should aim to strengthen the connection between BMW and South
African motorsport enthusiasts, fostering a sense of pride and loyalty towards the brand's motorsport initiatives.
Promote Transformation and Diversity in Motorsport: The campaign should prominently feature and celebrate the opportunities
being provided to young, black, and female drivers, aligning with the goal of transforming the sport and making it more
inclusive. Attract
potential corporate sponsors
What is the campaign meant to achieve? (Impressions, Clicks, Search SOV, Test Drive Bookings, Competition Entries, Awareness,
leads etc)
Impressions, Reach, widespread awareness and exposure of BMW's motorsport initiatives among the target audience of South
African motorsport enthusiasts. Increase the brand's search SOV for relevant motorsport-related keywords.
Position BMW as a dominant and authoritative voice in the South African motorsport landscape. Growth in positive brand
sentiment and affinity towards BMW's motorsport initiatives. Attract talent and sponsors
What does success look like for the business?
Attracting enough corporate sponsors to make the project a success as the success of the project relies on external
investment. Attracting and retaining top automotive and motorsport talent, both in engineering and marketing, to support
the brand's renewed focus on motorsport. Strengthening BMW's position as the leading premium automotive brand
associated with motorsport and high-performance driving in South Africa.
Enhanced brand reputation and perception as a company that actively supports and contributes to the growth and
development of the local motorsport ecosystem. Enhancing the engagement and support of the BMW dealer network in
South Africa, as they become active participants and ambassadors of the motorsport initiatives. Solidifying BMW's position as
the leading premium automotive brand in the South African motorsport landscape, outpacing competitors and establishing
the company as the preferred choice for performance-oriented customers.
3
Communication Objectives
What is the campaign? (Awareness, Engagement, Volume Driving, Launching etc.) Please provide background info
There will be 3 aspects to the campaign. The one is BMW's job to communicate entering motorsport as an OEM. The other
should be a guideline to the sponsors in terms of how they can communicate their involvement within our corporate identity
guidelines and brand positioning. And the third is the brochure to the sponsors to sell this to them in terms of the value of
sponsoring this, the marketing value and others(we will provide info on all other costs.)
As for the OEM campaign this is primarily to promote the race vehicles, the race series and the talent development.
We need to highlight BMW's commitment to supporting and developing the local motorsport ecosystem, showcasing the
brand's active role in nurturing talent, driving innovation,talent development, racing technology, and the overall
advancement of motorsport in the country.
Foster strong engagement and interaction with the target audience of motorsport enthusiasts through digital channels.
Encourage active participation(talent) and user-generated content around the various motorsport initiatives, such as the M2
racing series and eSim competitions.
Leverage influencers, racing drivers, and enthusiasts to amplify the campaign's reach and authenticity, creating a sense of
community and brand advocacy - we are using Fabien Lanz as part of the driving academy and talent scouting initiative.
Establish BMW as a trusted partner and collaborator for sponsors, key motorsport organizations, event organizers, and media
outlets. Evoke a strong emotional connection with the target audience by tapping into their passion for motorsport and high-
performance driving. Showcase the thrill, excitement, and adrenaline associated with BMW's motorsport initiatives, creating
an aspirational and desirable brand image.
Highlight the personal stories, achievements, and inspirations of the young talents and up-and-coming drivers participating in
the brand's development programs.
Ensure a seamless and consistent brand experience across all touchpoints, integrating the motorsport campaign messaging
and assets across digital, social, traditional, and experiential channels - including co-branding with sponsors.
Leverage various content formats, such as video, live streaming, and interactive experiences, to engage the target audience
and amplify the campaign's impact.
Maintain a strong and cohesive brand voice and visual identity throughout the campaign, reinforcing BMW's motorsport-
focused narrative.
What are the communication objectives i.e. (the goals and ideals that influence the ways a business or individual
communicates with customers)
same as business/brand objectives.
Product launch or brand campaign?
Brand Campaign
If product campaign, is product new or existing (e.g. launch vs. modification)?
n/a
What is the Unique Selling Point? (USPs – New design, more space etc)
n/a
Mandatories/ Non Negotiables?
Comms strat, Sponsor brochure, Sponsor marketing guideline on marketing their invovlement and compliance with our brand
identity guidelines. Organic social.
Nice to haves?
video production
Exisiting Media Assets?
No, all content will have to be shot locally.
4
Target Market
Primary/Core Target
Motorsport Enthusiasts and Racing Fans:
Individuals who are passionate about motorsport, performance driving, and the thrill of competitive racing.
They closely follow and engage with local and international motorsport events, competitions, and news.
This audience is likely to be composed of a mix of existing BMW owners as well as non-BMW owners who are drawn to the
brand's motorsport heritage and performance capabilities.
Younger and Diverse Demographic:
The campaign aims to attract a younger, more diverse audience, including millennials and Gen Z individuals, to the BMW
brand and its motorsport initiatives.
This target group may be interested in the intersection of technology, eSports, and physical motorsport, as well as the brand's
efforts to foster talent development and inclusivity.
Reaching this audience can help BMW expand its customer base and appeal to a younger, more tech-savvy generation of
automotive enthusiasts.
Motorsport Ecosystem Stakeholders:
This target audience includes key players within the South African motorsport ecosystem, such as sponsors, racing
organizations, event organizers, media outlets, and industry influencers.
Engaging with this group is crucial for building strategic partnerships, amplifying the campaign's reach, and positioning BMW
as a trusted and collaborative partner in the local motorsport landscape.
Secondary/Wider Target
Existing BMW Owners and Brand Loyalists:
While not the primary focus, the campaign should also aim to engage and excite the existing base of BMW owners and brand
loyalists, reinforcing their affinity for the brand and its motorsport heritage.
This audience can serve as brand ambassadors, driving word-of-mouth and advocacy for the campaign's initiatives.
What is the consumer insight informing this campaign
n/a
5
Competitors
Brand Competitors
n/a
Product Competitors
n/a
6
Budget
Creative Budget (All Inclusive)
R100 000
Production Budget (All Inclusive)
TBC depending on strat
Media Budget (All Inclusive)
n/a
7 Additional Information or Background
Please refer to presentations attached.
There are no rows in this table
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Company or Brand Overview
Project or Campaign Background
Primary Objective
Consumer Problem We Are Solving
The Kind of Message You Believe Solves This
Consumer Insights
Secondary Objectives
Desired Consumer Response
Demographics
Psychographics
Behavioural Insights
Current Consumer Perception
Single Minded Proposition
Supporting Points
Positioning
Tone and Manner
Competitive Landscape
Creative Mandatories
Inspiration
Channels
List of Deliverables
Events Supporting or Coinciding with this Project
Success Metrics
Approval Process
References
Contact Information
Other Information
Company or Brand Overview
Section Description: General overview of our company or brand
AI Generated Enhancement
This is based on the contents of your brief. You can edit the text or enhance it, once finished click Apply to make it the final version
Can you make this shorter: BMW South Africa is reigniting its local motorsport heritage by launching the BMW Motorsport ZA Cup Series, a one-make racing series featuring the M2 Racing vehicle. The campaign aims to celebrate BMW's rich motorsport legacy, promote the new M2 Racing Series, scout for young talent, particularly black and female drivers, and strengthen brand affinity among South African motorsport enthusiasts.
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Make Final Version
Final Version
Can you make this shorter: BMW South Africa is reigniting its local motorsport heritage by launching the BMW Motorsport ZA Cup Series, a one-make racing series featuring the M2 Racing vehicle. The campaign aims to celebrate BMW's rich motorsport legacy, promote the new M2 Racing Series, scout for young talent, particularly black and female drivers, and strengthen brand affinity among South African motorsport enthusiasts.
The Brief
Project Overview
Brand Name
BMW Group South Africa
Project Name
BMW Motorsport ZA Cup Series
Date of Brief
26-Aug-24
Project Deadline
06-Sep-24
Production Budget
TBC depending on strat
Media Budget
n/a
Prepared By
Ané Viljoen / Marc Carne
There are no rows in this table
Company or Brand Overview
Company or Brand Overview
Can you make this shorter: BMW South Africa is reigniting its local motorsport heritage by launching the BMW Motorsport ZA Cup Series, a one-make racing series featuring the M2 Racing vehicle. The campaign aims to celebrate BMW's rich motorsport legacy, promote the new M2 Racing Series, scout for young talent, particularly black and female drivers, and strengthen brand affinity among South African motorsport enthusiasts.
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