BMW takes on the outback with the help of Clemenger BBDO

2 September 2019

Advertiser: BMW
Creative Agency: Clemenger BBDO (Melbourne)

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The campaign celebrates the arrival of the first ever BMW X3 M and X4 M to Australia.

BMW Group Australia and Clemenger BBDO Melbourne have revealed Outback M Town to announce the arrival of the first ever BMW X3 M and X4 M to Australia.

The campaign was created earlier this month on a private property near the Flinders Ranges in South Australia by Clemenger BBDO.

“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," says Tony Sesto, general manager of marketing for BMW Group Australia.

"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.”

The creation of Outback M Town saw a custom-built clay-based circuit comprised of 23 corners and one long, impressive straight to provide the ultimate driving experience to put the new X3 M and X4 M models through their paces.

“M Town is a place where there are no limits on cars and drivers," says Clemenger BBDO Melbourne creative directors Hilary Badger and Ant Simmons.

"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.”

The campaign culminates in a film that showcases the vehicles tackling the terrain, with a range of assets featuring across social, digital and PR.


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