The Brief
The challenge was to leverage BMW’s involvement in sailing’s premier event and engage UK media in a competition with no British crew involved, nor British sailors on-board BMW Oracle.
Our insight confirmed that the America’s Cup is fascinating and impenetrable to fans in equal measure: its history is extensive, confusing and addictive.
Creative Solution
Our creative solution was to launch at the London Boat Show and to transport the iconic hull through Central London.
‘18th man’ rides highlighted the excitement of the sport with lifestyle/sport media.
Technology transfer seminars at BMW HQ in Munich and Daily Telegraph media partnership.
The Results
Results included:
- x288 national & regional print coverage
- x27 UK broadcast coverage
- x8 UK lifestyle magazine features
- DPS Sunday Times In Gear section
Related work.
Vauxhall
Electric Streets
Volkswagen Commercial Vehicles
Voice of Industry Studies
Sail GP
Dubai Race Launch
Nissan Europe
Nissan Design Europe 20th anniversary celebration
Genesis
Scottish Open
Horse Welfare Board
Thoroughbred Census
CopyBet
QPR Sponsorship Activation
Vauxhall
EV Etiquette Guide
Be Bold.
It’s time to come off the fence:
How can we help you?
Message us
UK
The Warehouse, 47-49 Cowleaze Road, Kingston Upon Thames, KT2 6DZ
/// doors grants motion
Middle East
PO Box 502058 Office 1905, Aurora Tower, Dubai Media City Dubai U.A.E
/// quietest blurted filter
© Copyright. Registered in England and Wales No. 04006809