Title	BMW MONZA, SAHARA
Brand	BMW ITALIA
Product/Service	BMW X5
Category	B07. Use of Events & Stunts
Entrant	M&C SAATCHI Milan, ITALY
Idea Creation	M&C SAATCHI Milan, ITALY
Media Placement	VIZEUM Milan, ITALY
PR	M&C SAATCHI PR Milan, ITALY
Production	UTOPIA Milan, ITALY

Name	Company	Position
Luca Scotto di Carlo	M&C Saatchi Milano	Executive Creative Director
Vincenzo Gasbarro	M&C Saatchi Milano	Executive Creative Director
Stefano Guidi	M&C Saatchi Milano	Creative Director
Armando Viale	M&C Saatchi Milano	Creative Director
Michele Bellini	M&C Saatchi Milano	Copywriter
Roberto Ardigò	M&C Saatchi Milano	Art Director
Leopoldo Schutz	M&C Saatchi Milano	Head of UX/UI Design
Alessandro Pomè	M&C Saatchi Milano	Digital Designer
Barbara Pusca	M&C Saatchi Milano	Client Service Director
Daria Burzoni	M&C Saatchi Milano	Account Director
Massimo Capucci	M&C Saatchi Milano	Head of Planning
Federico Fornasari	M&C Saatchi Milano	Production Director
Vincenzo Gasbarro	Utopia	Director
Claudio Cingoli	Utopia	1st AD
Luciano Roversi	Utopia	Key Grip
Luca Esposito	Utopia	Director of Photography
Francesco di Trani	Utopia	Executive Producer
Federico Fornasari	Utopia	Executive Producer
Francesco Crespi	Utopia	Head of Production
Habib El Kilali	Utopia	Service Executive Producer
Giovanni La Monaca	Utopia	Production Manager
Nicholas Grundy	Utopia	Producer
Irene Rei	Utopia	Producer
Andrea Cima	Utopia	Production Assistant
Marco Oriani	Utopia	Production Assistant
Sebastiano Tomada	Utopia	Content Director
Manuel Savoia	Utopia	Head of Editor
Tommaso Quartana	Utopia	Editor
Elia Bersani	Utopia	Editor
Luigia Sergio	Utopia	Post Production Supervisor
Silvia Marini	Utopia	Post Producer
Tommaso Lisca	Utopia	Photographer
Simon Gottlieb	Utopia	VFX Supervisor
Claudio Beltrami	Utopia	Grading
Francesco Leali	Utopia	Sound Design

Why is this work relevant for PR?

It was about launching the new BMW X5, now equipped with best in class off-road technologies. It was about bringing the iconic BMW driving pleasure on a new “terrain” and make this evolution credible and consistent with BMW brand heritage. But in an always more challenging market segment an “advertising statement” alone wasn’t enough. We needed a tangible proof of these augmented capabilities to break through the screens, conquer media space and thrill our target. We did it with an unprecedented stunt, experience on field by selected journalists/influencers and on line by millions of viewers.

Background

The BMW X5 represents one of the most iconic BMW model. A car that embodies the essence of SUV: the perfect balance between driving performance and off-road confidence. For almost 20 years BMW X5 has been a point of reference in the competition. A competition that across years has become more and more crowded and challenging, with always new players trying to get their piece of the cake by leveraging on their specific off road heritage and by making it their competitive advantage. BMW heritage is different, but the new BMW X5 can now compete amongst the most extreme off road vehicles thanks to the innovative xOffroad package and win thanks to its authentic BMW DNA. That’s why its launch set the highest challenge: to be undisputedly recognized as the car that truly ensure the iconic BMW Driving Pleasure literally on every terrain.

Describe the creative idea (20% of vote)

The all new BMW X5 is equipped with best in class off-road technologies. But above all it’s a BMW. And you can take a BMW out of the beaten track. But you can’t take the track out of a BMW. To show it, we took an international icon of performance and sportsmanship and relocated it where only the new BMW X5 can succeed, ensuring the utmost driving pleasure. With a 5793 meter long circuit through the sands and rocks of the Sahara, Monza’s race track came to life in the heart of the desert. A monumental effort culminating with an unprecedented test: driving the new BMW X5 in one of the planet’s most hostile environments, just as you would at “The Temple of Speed”, Monza Circuit. A tangible proof of its augmented potential that millions can relive with a series of videos, footages and digital content planned across platforms.

Describe the PR strategy (30% of vote)

We needed to engage with potential BMW X5 customers. High spending 35-64 males, sports and technology enthusiastic. For them BMW is well know for driving pleasure. We wanted to make sure that the new BMW X5 would be also known for outstanding off-road performance. We know the web is their primary source of information when it comes to buy a new car, but we also know that they are very pragmatic when it comes to taking decisions (they are mostly entrepreneurs and top managers): actions speak louder than words. So to prove its capabilities we showed the BMW X5 in action on a life-size replica of the Monza track built in the middle of the desert. A group of influencers and journalists from the major Italian car/lifestyle magazines was also invited to “Monza Sahara” to witness the stunt and test the car on the circuit.

Describe the PR execution (20% of vote)

Engineers, surveyors and technicians have worked hard to faithfully reproduce every turn, every straight, every chicane, using the original track’s turning circles and distances. Once the circuit was completed, a short film was produced and released on BMW’s digital platforms along with a series of side-content videos, including a complete POV lap to enjoy the full experience, side by side (off road/on track) and a detailed making-of footage to discovered how the original Monza circuit has been brought to life in the desert. All videos where gathered on a dedicated website, directly linked to the product page. The unique test drive experienced by journalists and influencers on field ensured a highly qualitative editorial coverage, while the outstanding life-size replica of an icon like Monza circuit, along with the spectacular video execution, raised the attention of national (and international) press, generating additional views for the videos/news.

List the results (30% of vote)

The stunt received massive response from the media and final audience, supporting the “traditional” TV launch campaign with outstanding performances both in terms of ad recall and impact on brand image (Nielsen data). More than 100 press releases with full on line coverage on national news and major car magazines. 10 millions global views Access rate to website +45% vs average. View through rate social video +19% vs average. Social Engagement +41% vs average. 80% positive social sentiment Ad Recall +30% vs traditional TV campaign Positive impact on brand image +7% vs traditional TV campaign (including +11% “reliable quality car”, +16% “for people who love to drive”, +9,5% “it’s a car I’d like to have” )