Driving fan interaction for BMW’s Asia Formula E debut​

BMW X Formula E​
Challenges

Increase footfall and build awareness for the brand’s Formula E activations

Having been the Official Vehicle Partner for each previous season, BMW’s Motorsports team made its Asia Formula E debut at the Hong Kong E-Prix in 2019, the fifth stop of the ABB FIA Formula E Championship Season 5 circuit. With celebrated drivers António Félix Da Costa and Alexander Sims behind the wheels, BMW i Andretti Motorsport was powered by the new BMW iFE.18. BMW Motorsports secured a booth at the at the Allianz E-Village, also known as the Formula E’s fan festival. Providing a fully immersive experience for fans, BMW took this opportunity to launch their newest i series by showcasing concept cars iFE.18, the i8 Coupe Safety Car, the brand-new i3 120Ah and the i Vision Dynamics, and allowing for fans to engage with BMW experts from Germany at the boothSinclair was appointed to build awareness the new launch and the brand’s Formula E activations, as well as garner FANBOOST support for BMW’s Motorsports team.

Approach

Strategy Executed a two-phased approach, first focusing on the brand’s Formula E activations followed by creating a local connection with the racing team to establish strong local relevance to appeal and engage with the target audience.

Engage Reached out to a target list of top-tier media across print, online and social to ensure a wide-reaching footprint to gain awareness for the racers, Formula E activations and the brand’s innovative leadership in electric mobility. 

Thought Leadership Secured interview opportunities for BMW racers and executives with targeted media.

Experience A media luncheon was arranged to allow media to have a first-hand experience of the new iFE.18 vehicle and discuss key design  elements with BMW executives, as well as the racers’ outlook leading up to the competition.

Localise Created opportunities for racers António Félix Da Costa and Alexander Sims to explore the Central and Wan Chai districts and conducted a photoshoot for them in popular local hotspots. Reached out to key lifestyle publications to share these images to garner support for the FANBOOST vote ahead of race day. 

Outcomes
+90
stories across print, online and social media
+27.7 million
through local and regional publications​
+56,346​
views, likes, comments and shares across official social media channels ​
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