BMW – The Mansells

The challenge was to announce Nigel Mansell’s new role as a BMW Ambassador and launch the start of Leo & Greg Mansell’s motorsport careers.
Our fan insight showed that fans like to see how ordinary people fare against the professionals, in this case Nigel Mansell.

Our creative solution was to organise a karting event for media to race against the Mansell family.
Murray Walker was the race official and press conference host.
Media conference followed by exclusive one-to-ones.

Results included:

• x50 broadcast coverage
• x52 national & regional print coverage
• 28.6million total reach
• DPS in Sunday Times Sport

Daily Express – page 3