Task.
BMW occupies a pioneering role in the development of new automotive technologies. To strengthen the brand, this know-how had to be transferred to a new target group in a creative, attention-grabbing manner within the framework of technology-communication activities.
Strategy.
PACE covers fifteen routes between Portugal and Prague, taking in a thrilling 3D landscape in the style of Edward Hopper and the film noir genre. Three of the latest BMW models are available, each of which has its own specific benefits – when suitably equipped. Users can employ the Multiplayer mode to race against each other and then use the prize-money to install the latest BMW technologies in their car.
Realisation.
BMW PACE bridges the gap between real-life driving pleasure and multi-media technology information. Links to BMW national/regional websites take users even further into the BMW brand world − directly into the car showrooms. The viral potential of the idea was evident as early as the beta phase, with postings in over 200 blogs and more than 100 000 registered users − and that was without any additional marketing activities. The brand breaks new ground and captures the attention of a young target group.
Awards.
Cannes Lions 2007: Silver, Bronze and Finalist
Golden Drum Award 2007: Grand Prix
Cresta 2007: Shortlist
London International Advertising Awards 2007: Finalist: (Viral)
EuroBestLive 2007: Silver (Websites & Microsites: Automotive Products & Services)
EuroBestLive 2007: Bronze (Websites & Microsites: Games)
37th International Mobius Advertising Awards Competition: Winner
(Online - Advergames - Automotive: Cars, Trucks, Motorcycles etc.)
37th International Mobius Advertising Awards Competition: Winner
(Online - Websites: Flash - Technique: Animation, Computer & Non-Computer)
37th International Mobius Advertising Awards Competition: Winner
(Online - Websites: Flash - Automotive: Cars, Trucks, Motorcycles etc.)
ddp 2008: Bronze (Automobile Industry)
ADC 2008: Commendation (Digital Games)
Eyes & Ears of Europe 2008
