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BMW M 50th ANNIVERSARY

Helping BMW CELEBRATE A BIG BIRTHDAY.

— Scroll Down

BMW M 50th ANNIVERSARY

HELPING BMW CELEBRATE A BIG BIRTHDAY.

THE CHALLENGE.

Amplify BMW M’s 50th anniversary, using its legacy and heritage to launch the latest models and reassure fans about an all-electric future

OUR RESPONSE.

A 50th anniversary is a magical milestone for any marque: especially BMW M – which creates halo performance models that spark must-have desire for the whole BMW brand.

As well as celebrating its past and heroing its latest models, BMW M needed to use its birthday to challenge conceptions around the electric switch and explain how 50 years of high-octane heritage has created a driver-focused DNA that will keep thrilling fans in an all-electric future.

That’s why we crafted a truly innovative, collaborative and far-reaching content partnership. Headlined by can’t-miss sponsorship of Autocar Performance (our new channel aggregating key editorial in one place for better engagement and enhanced SEO) we gave BMW M access to the full breadth of Autocar’s editorial passion to tell the tale of the brand’s past, while using Haymarket Automotive Studio’s native storytelling expertise to frame its future.

Crucially, BMW M fans sat at the heart of our content. After all, without them sharing their passion from behind the wheel, BMW M would be nothing. We invited BMW M’s biggest fans to a unique BMW M-Fest, and took two of them on an exclusive road trip to BMW M’s Goodwood celebrations for a truly VIP money-can’t-buy experience. These events also powered an episode of our six-episode BMW M 50th podcast, while ‘BMW M Monday’ posts and an interactive ‘BMW M Fan Car’ engaged fans on social.

 

RESULTS.

332k unique users

3m impressions

635k reach on social

902k social impressions

33% more positive about BMW M

28% more likely to buy BMW M

social impressions

%

more positive about BMW M

unique users

social impressions

more positive about BMW M

unique users

WATCH OUR CONTENT.

 “Haymarket Automotive was the natural partner to bring BWM M’s 50th anniversary to life. Balancing high-quality content around our heritage and electric future, while putting passionate fans at the heart of the narrative, the team showed an in-depth understanding of what makes BMW M uniquely special. We’re delighted with the results we achieved.” 

Sophie Chiappe, BMW UK Brand Communications Manager

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69 London Rd, Twickenham TW1 3SP

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We are automotive Studio.

Automotive Studio is a multimedia creative studio, specialising in brand communications, advertising and marketing campaigns. 

Where we are.

Haymarket Automotive, Bridge House,
69 London Rd, Twickenham TW1 3SP

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