BMW F1 – Pit Lane Park

BMW devised an entertainment concept to facilitate close-up fan access to F1.
The challenge was to raise awareness of Pit Lane Park amongst all F1/motorsport fans and generate interest in BMW Sauber F1 team within UK media.
Our insight confirmed that fans like to get close to the action and be able to touch, feel and breathe their favourite sport.

Our creative solution was to introduce a media Pit Stop Challenge throughout race weekend.
Engagement of sports celebrities to undertake competitive tyre change.
Ambassador Nigel Mansell offering his FBMW charges an F1 experience.

Results included:

• x27 UK & Int’l broadcast coverage
• x67 online coverage
• x43 print coverage
• 12.6million UK audience reach