Global brand experience agency TRO has been appointed to deliver the UK national consumer launch of the new BMW X2, the automotive manufacturer’s Sports Activity Coupé (SAC).

Aimed at an adventurous target audience, TRO has devised a bold experiential campaign for the X2 launch, which sees a partnership between BMW and top urban climbing or bouldering centres across the UK.

Entitled the BMW X Climb, the roadshow campaign will appear in five locations nationwide over the next two months, each featuring integrated activations within the urban climbing centres. Activity in the respective venues culminates in the BMW X Night, which features key bouldering influencers performing demonstrations and tricks against a backdrop of lighting and UV projections – along with DJs from BMW’s Global Radio partnership.

Emily Latham, Experiential and Sports Marketing Executive at BMW UK, says: “The new BMW X2 is designed to allow people to go beyond the everyday commute and get adventurous. TRO demonstrated a deep understanding of the model’s target audience and has devised a campaign to really get under the skin of a whole new demographic. The campaign is an exciting precursor for our Snowbombing sponsorship, and we’re very much looking forward to engaging with consumers across the country.”

Laura Burroughs, Senior Account Manager at TRO observes: “We were incredibly energised by BMW’s exciting brief for its new X2. Our nationwide activity has experience at the very heart of it, and we hope to realise great brand affinity through a campaign that fully resonates. Previously reserved for expert rock climbers, younger audiences are now using bouldering centres as a social alternative to a gym, so we hope to reach consumers in a really effective way.”

The BMW X Climb activity runs from March 23rd to April 15th at bouldering centres in Sheffield, Bristol, Edinburgh, London and Newcastle.

TRO is a brand experience agency which creates immersive experiences which can incorporate live events, partnerships, retail and creative technology. TRO is an Omnicom Group company.

The post BMW chooses experiential for adventurous X2 launch appeared first on IPM Bitesize.

Shoppers at iconic London department store Selfridges are being offered free chauffeured drives to and from either the Selfridges’ flagship store on Oxford Street or the Selfridges Manchester Exchange Square store in emission-free BMWi cars.

Alternatively, consumers can get behind of an all-electric BMW i3, an emission-free car for city driving which BMW claims is sustainably designed throughout.

The partnership between Selfridges and BMWi coincides with the retailer’s first creative campaign of 2017, ‘Material World’, which aims to educate consumers on how people can work together for a more sustainable future in retail.

Experience agency TRO is responsible for delivering the experiential activation for BMWi, which will see the visionary electric vehicle brand offer complimentary driving experiences for Selfridges’ customers from now until April 9th 2017.

TRO will also deliver an in-store activation in the Technology Hall on the lower ground floor at Selfridges Oxford Street with a bespoke digital installation, providing shoppers with information about electric cars and the BMWi range.

Rachael Carless, Events Manager at BMW Group, says: “We are delighted to be on board with such a fantastic campaign championing innovation in sustainable fashion. Inspiring design and sustainable mobility are at the core of what BMWi exemplifies and we regard the partnership as a rich opportunity for BMWi to create an attractive driving experience for our target audience.”

Tara Allen-Muncey, BMW Account Director at TRO, adds: “The partnership offers fantastic brand synergy and we’re looking forward to a successful activation providing both a unique experience and a beneficial service to Selfridges customer base.”

TRO is a global experiential event agency which connects people and brands through memorable experiences, generating brand advocacy and driving sales. With a full in-house design, build and logistics team, and 16 offices in 11 countries, TRO has 400 staff servicing clients in Europe, Asia and Australia.

Selfridges’ commitment to sustainability is attested to by the fact that in May 2016 it won the inaugural award for World’s Best Sustainability Campaign at the IGDS (Intercontinental Department Stores Group, the worldwide association for department stores) world summit.

Selfridges has four stores – one each in in London and Birmingham and two in Manchester (Trafford Centre and Exchange Square). Its international website now delivers within the UK and to over 130 countries, trading in eight currencies. Selfridges was named Best Department Store in the World by the IGDS in 2010, 2012 and 2014.

The store group has an ongoing, store-wide sustainability programme, Buying Better, Inspiring Change, which empowers its buyers to encourage best practice and to drive improvements in responsible, ethical retail practice. During the ‘Material World’ campaign, Selfridges will encourage established brands to tell their material stories and position provenance and production at the forefront of fashion retail.

The post BMWi partners Selfridges for sustainability drive appeared first on IPM Bitesize.

TRO has been appointed by BMW and MINI to deliver the car brands’ experiential campaigns at Goodwood Festival of Speed for the next two years. TRO won the business following a competitive pitch to design and deliver experiential activations at the landmark event on the automotive calendar, which sees over 200,000 attendees visit over three days.

Georgina Emery, Events Manager at BMW Group, says: “TRO demonstrated a deep understanding of both the BMW brand and invaluable key insights on Goodwood Festival of Speed. We were impressed with the tenacious approach that TRO took with their creative direction, truly putting ‘experience’ at the heart of all our concepts. The agency is energised and passionate about the BMW and MINI brands and we look forward to partnering with them to achieve real stand out for both marques.”

Tara Allen-Muncey, Account Director at TRO, adds: “We are delighted to be working with BMW Group again for Goodwood Festival of Speed, and we’re excited to create engaging and memorable experiences to celebrate the BMW and MINI brands powerfully, appropriately and effectively. We’re embracing the opportunity to produce rich content and incorporate innovative creative technology solutions to capture the hearts and minds of the consumers.”

The post BMW, MINI name TRO agency for Goodwood appeared first on IPM Bitesize.

Staffing agency Purity has been appointed as the official supplier of event staff to BMW and MINI. The announcement follows a competitive pitch in which Purity secured the three-year contract.

Purity will be providing staffing solutions for an extensive range of events running across the country, including such prestigious events as the BMW PGA Golf at Wentworth, Goodwood Festival of Speed and the Frieze Art Fair as well as at BMW and MINI pop-up shops, retail activity and conferences.

The account will be headed up by Purity’s Client Services Director, Mark Dunn and Business Director, Amanda Wenban, who will work alongside BMW and MINI’s other agencies.

Paul Ferraiolo, Marketing Director at BMW UK, says: “Purity have a proven track record in providing staffing solutions for major sporting events, roadshows and product demonstration campaigns. They showed a huge amount of energy, understanding and enthusiasm throughout the tender process and we are pleased to have them on board for what will be a very exciting few years for BMW and MINI.”

Purity’s credentials in this sector have included work on the 2012 London Olympics for client Samsung and more recently on the 2015 Rugby World Cup.

Purity MD Rob Quinn says: “BMW and MINI sponsor a range of events and are linked in with a number of highly prestigious events in the UK. We are delighted to be working with them.”

The post BMW and MINI win for Purity appeared first on IPM Bitesize.