Our brief was to develop a campaign for the UK audience that ensured BMW resonated with the exponentially growing world of esports. We took a deep dive into the esports world, specifically, esports athlete’s day to day lives and uncovered some shocking stats; In just one day these young pros can be subject to 600 decisions per minute, 51 external stress factors and 7 to 9 hours of practise per day.
The pressure in esports is relentless with increasingly invasive demands, this is having a direct impact on their mental health. Players are experiencing burnout, so, we developed a programme in support of BMW’s sponsorship of world renowned esports club Fnatic helping esports stars find the all-important balance in their lives, because balance is key to peaking performance and keeping up your drive.
We created a content series, ‘Drive is the difference’ that gave fans a look into the unknown side of two pro gamers, the first of its kind within the esports world. We followed the pros they embarked on a relaxing weekend away inside a BMW M3 Competition Saloon allowing them to recharge their engines and find their drive again. BMW become the transporter away from stress and pressure of the game and into a scenario where they were able to switch off, refuel, recharge and discover their drive. Giving them the space and time to step away from Fifa and find the right balance.
The campaign features a 10-minute documentary style hero film and four supporting 45 second films. Over 3million organic impressions were delivered on social channels, and 4k views in 10 minutes were achieved when the hero film went live. https://fna.tc/DITD-BMW
