Category: Best Use of Branded Content & Sponsorship
Advertiser: BMW
Product/Service: BMW
Agency: ENGINE
Agency: WCRS
Media Agency: VIZEUM, London, UNITED KINGDOM
Executive Creative Director: Steve Aldridge (Engine)
Creative Director: Dave Johnson (Engine / WCRS)
Creative: Dave Johnson (Engine/Wcrs)
Creative: Yannakis Jones
Agency Producer: Charlotte Whatmough (Engine / WCRS)
Director - David Weir: Man and Machine: Yannakis Jones
Producer - David Weir: Man and Machine: Hannah Cooper
Production Company - David Weir: Man and Machine: (Th2ng)
Editor - David Weir: Man and Machine: Dan Lumb
Post Production - David Weir: Man and Machine: (Th1ng)
Audio - David Weir: Man and Machine: (Felt/Mutant Jukebox)
Media Agency: (Vizeum)
Director/Editor - Rebecca Adlington: Beneath the Surface: Stevan Riley
Producer - Rebecca Adlington: Beneath the Surface: Mark Stothert
Production Company - Rebecca Adlington: Beneath the Surface: (Infinity Productions)
Post Production - Rebecca Adlington: Beneath the Surface: (The Mill)
Audio - Rebecca Adlington: Beneath the Surface: (750)
Director - Steve Cram: Power, Speed and Endurance: Asif Kapadia
Producer - Steve Cram: Power, Speed and Endurance: Hannah Ireland
Production Company - Steve Cram: Power, Speed and Endurance: (Kream)
Editor - Steve Cram: Power, Speed and Endurance: Nicolas Chaudeurge
Post-Production - Steve Cram: Power, Speed and Endurance: (Technicolor)
Audio - Steve Cram: Power, Speed and Endurance: (Wave)
Director - Louis Smith: Form and Function: Richard de Aragüés
Producer - Louis Smith: Form and Function: Jonas Blanchard
Production Company - Louis Smith: Form and Function: (Mad Cow Films)
Editor - Louis Smith: Form and Function: Nathan Perry-Greene (Cut+Run)
Post-Production & Audio - Louis Smith: Form and Function: (Envy)
Media placement: Online Film - Online - 15th February 2012
Media placement: Online Film - Online - 23rd February 2012
Media placement: Online Film - Online - 2nd March 2012
Media placement: Online Film - Online - 9th March 2012
Insights, Strategy & the Idea
BMW is the Official Automotive Partner of the London 2012 Olympic Games. The purpose of the sponsorship is to engage with a younger and broader audience, as well as their existing customers, to communicate their core values as both a brand and a product.
Objectives:
To drive awareness of BMW’s sponsorship of London 2012.
Insight:
BMW and Olympic athletes share an obsessive dedication to delivering The Ultimate Performance.
Idea:
A series of revealing documentaries that focus on Team GB athletes and explore exactly what it takes for them to achieve The Ultimate Performance, a passion shared not just by all athletes, but by BMW and the general public too.
Creative Execution
The idea was to create four unique documentaries by four leading UK documentary directors, involving 4 of the best team GB athletes. Each documentary would explore a different angle on what it takes to deliver The Ultimate Performance. In parallel we looked at how these stories related to BMW and their journey to deliver The Ultimate Performance.
Rebecca Adlington, Louis Smith, David Weir and Steve Cram were picked to feature in the films. We then partnered with leading feature documentary directors, including Asif Kapadia of Senna fame, to unlock the individual stories.
The films were launched at a London premier and then released online via a dedicated YouTube site, which also featured an introductory film from the British Olympic Association’s Sir Clive Woodward. The films were seeded with film style trailers, SEO and blogger outreach, while an extensive editorial partnership with The Times explored and further promoted the series.
Rebecca Adlington, Louis Smith, David Weir and Steve Cram were picked to feature in the films. We then partnered with leading feature documentary directors, including Asif Kapadia of Senna fame, to unlock the individual stories.
The films were launched at a London premier and then released online via a dedicated YouTube site, which also featured an introductory film from the British Olympic Association’s Sir Clive Woodward. The films were seeded with film style trailers, SEO and blogger outreach, while an extensive editorial partnership with The Times explored and further promoted the series.
Results and Effectiveness
• 1,501,232 views of the films in the first three months of the campaign.
• Still £50K of the £250k online seeding budget to spend.
• Predicting over 2m views in total (including the expected uplift in views during Games Time).
• Delivering 2.9 million minutes of branded content.
• At a cost of just 12.5 pence per engagement.
• Successfully broadcasting our message and raising awareness of BMW sponsorship.
• The success of the films means they are also being used across the 146 BMW Dealerships and within the Olympic Park at the BMW Pavilion.