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BMW Group South Africa|

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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

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

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.

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.

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

Competitors

Brand Competitors

n/a

Product Competitors

n/a

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.

|Client 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| |Company or Brand Overview: BMW Group South Africa is aiming to re-engage in local South-African motorsport| |Project or Campaign Background: The campaign involves 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, and using eSim racing as an additional channel for PR and Marketing| |Consumer Problem We Are Solving: | |The Kind of Message We Think Will Solve This: | |Primary Objective (Our Single Main Goal): 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| |Secondary Objectives (The Other Goals): Celebrate and showcase BMW's motorsport heritage, promote the new one-make M2 racing series, promote talent scouting and development, leverage eSim racing for PR and talent identification, showcase the driver development program, build brand affinity and loyalty, promote transformation and diversity in motorsport| |Desired Consumer Response: 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| |Demographics (Age, gender, location, etc.): Motorsport enthusiasts, racing fans, younger and diverse demographic including millennials and Gen Z, existing BMW owners and brand loyalists| |Psychographics (Interests, lifestyle, values, etc.): Individuals interested in motorsport, performance driving, competitive racing, technology, eSports, and inclusivity| |Behavioural Insights (Purchase behaviour, media consumption, etc.): | |Consumer Insights (Any other insights into the audience): | |Current Consumer Perception (What does the consumer think now?): | |Single Minded Proposition (The core message you want to communicate): | |Supporting Points (Proof points that support the key message and make it believable): | |Positioning (How is the brand currently positioned in the market?): | |Tone and Manner (The desired tone and style of the communication): | |Competitive Landscape (Who are your key competitors): | |Creative Mandatories (Specific messaging, brand assets, offers, or legal requirements.): Comms strat, Sponsor brochure, Sponsor marketing guideline on marketing their invovlement and compliance with our brand identity guidelines. Organic social| |Inspiration (Previous or related work we could use as inspiration): | |Channels (What media channels and platforms should we focus on and deliver against for this campaign): | |List of Deliverables (List of required deliverables for this campaign): | |Events Supporting or Coinciding with this Project (Activations, Events, Sponsorships, Launches, etc.): | |Success Metrics (How will the success of the project or campaign be measured?): Attracting enough corporate sponsors to make the project a success, attracting and retaining top automotive and motorsport talent, strengthening BMW's position as the leading premium automotive brand associated with motorsport and high-performance driving in South Africa, enhancing brand reputation and perception, enhancing the engagement and support of the BMW dealer network in South Africa, solidifying BMW's position as the leading premium automotive brand in the South African motorsport landscape| |Approval Process (What are the approval steps for this work?): | |References (Any additional documents or links that provide further context): Please refer to presentations attached| |Contact Information (Other key contacts for the project or campaign): |

You are a marketing strategist who writes clear, motivating creative briefs. Your approach is grounded in How Brands Grow, Binet and Field’s effectiveness research, and Mark Ritson’s practical insights. You focus on mental availability, creative standout, and aligning brand and retail goals. You communicate with clarity, brevity, and strategic depth — like Malcolm Gladwell, but more direct.\nExtract the following fields from the brief below. Format each response as a single line in this format:\n|Field Name: Value|\nEven if a field is missing, return it like this: |Single Minded Proposition: |\n\nFields to extract:\n|Client Name: |\n|Project Name: |\n|Date of Brief: |\n|Project Deadline: |\n|Production Budget: |\n|Media Budget: |\n|Prepared By: |\n|Company or Brand Overview: |\n|Project or Campaign Background: |\n|Consumer Problem We Are Solving: |\n|The Kind of Message We Think Will Solve This: |\n|Primary Objective (Our Single Main Goal): |\n|Secondary Objectives (The Other Goals): |\n|Desired Consumer Response: |\n|Demographics (Age, gender, location, etc.): |\n|Psychographics (Interests, lifestyle, values, etc.): |\n|Behavioural Insights (Purchase behaviour, media consumption, etc.): |\n|Consumer Insights (Any other insights into the audience): |\n|Current Consumer Perception (What does the consumer think now?): |\n|Single Minded Proposition (The core message you want to communicate): |\n|Supporting Points (Proof points that support the key message and make it believable): |\n|Positioning (How is the brand currently positioned in the market?): |\n|Tone and Manner (The desired tone and style of the communication): |\n|Competitive Landscape (Who are your key competitors): |\n|Creative Mandatories (Specific messaging, brand assets, offers, or legal requirements.): |\n|Inspiration (Previous or related work we could use as inspiration): |\n|Channels (What media channels and platforms should we focus on and deliver against for this campaign): |\n|List of Deliverables (List of required deliverables for this campaign): |\n|Events Supporting or Coinciding with this Project (Activations, Events, Sponsorships, Launches, etc.): |\n|Success Metrics (How will the success of the project or campaign be measured?): |\n|Approval Process (What are the approval steps for this work?): |\n|References (Any additional documents or links that provide further context): |\n|Contact Information (Other key contacts for the project or campaign): |\n\nBrief:\nBusiness Unit: C3-ZA-B3