BMW creates a remote racing circuit in South Australia to launch its new M series of cars
BMW has created an extension of its M Town events, Outback M Town, to launch its brand new M series of cars into Australia.
Outback M Town includes a custom-built facility with a bespoke race track in the north-east of the Flinders Ranges in South Australia, in which BMW M enthusiasts will be able to watch the new BMW X3 M and X4 M race around the circuit.
A campaign film, created by Clemenger BBDO, shows the BMW X3 M and X4 racing around the circuit that is comprised of 23 corners and a long straight.
The remote location was selected because the specific series of turns and straights could not be sourced from already existing facilities in Australia.
BMW’s M Town is a global digital platform which enables its fans and customers to discuss their experiences with the BMW M range of cars. It also houses a virtual world which enables BMW enthusiasts to watch the cars race through city streets and metropolitan areas.
The launch film will be accompanied by a 30-second spot that will highlight the combination of the X3 and X4’s off-road capabilities with the performance of the M range.
Vikram Pawah, CEO of BMW Group Australia, said in a statement: “Outback M Town unites BMW M and X in arguably the most rugged and challenging terrain in Australia. It is the perfect playground to test the capabilities of the newest additions to the BMW M range – the X3 M and X4 M Competition.”
Tony Sesto, general manager of marketing for BMW Group Australia, said: “Outback M Town unites M and X in a brilliantly unique way and showcases the true breadth of what the new vehicles are capable of. It is the perfect platform, and some of the most rugged and challenging terrain, to launch the first ever BMW X3 M and X4 M in Australia.”
Creative directors, Hilary Badger and Ant Simmons, said: “M Town is a place where there are no limits on cars and drivers. Until now, it’s only ever existed in an abstract sense. So it was interesting to bring M Town to life in reality, for the first time in Australia.”
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