Client BMW Group Italia SpA
Location Itinerant, from Brescia to Rome and back
Typology of project and activity Automotive - Partnership Management - Strategic Planning - Coordination and organization - Sets and Shows
Objectives
- Promote the new models M3, Z4 and Series 3 Coupé and Cabrio
- Retain existing clients and attract prospective customers
- Ensure substantial visibility of the products
- Involve the sales network in test driving
Strategic guidelines
The MAC Group elaborated a project based on the opportunity for BMW to organise an event devoted within a spectacular container, the Mille Miglia, which attracts an international public every year and has an extremely high target of participants, VIPs and journalists from the international printed and TV press.
The new models were made to live within the context of the historical race, making the pleasure of driving the BMW M3, Z4 and Series 3 Coupé and Cabrio tangible and emotional for its participants in a memorable situation. All of this, based on the already historic association between the Mille Miglia and BMW, in the year of the 70th anniversary of the BMW 328's victory in the 1940 race.
A prize was put up that gave further strength and appeal to the project, favouring the retention of existing clients and the approach to possible prospective customers.
Actions
An online competition on the main social networks with the prize for 144 lucky winners of following the Mille Miglia aboard the six BMWs of the M3, Z4 and Series 3 Coupé and Cabrio.
Six cars made available for the participation on the Mille Miglia route of top clients selected by BMW dealers.
Twelve stages along the Mille Miglia route set up with BMW corners established in the main squares through which the Mille Miglia cars passed, giving the local dealers the chance to occupy the position and follow the alternation of the participants like a real relay.
A public relations event aimed at Top Clients: 400 guests selected by the BMW Group Italia watched the arrival of the Mille Miglia in Rome and attended a gala dinner in the striking environment of the Castel Sant'Angelo in the walled area of the castle, enhanced by illumination and by a tensile structure covered in crystal created for the occasion. The evening in Rome was attended by the president and managing director of BMW Group Italia, Christian Kremer, who greeted the arrival of the vintage BMWs competing in the Mille Miglia.
The MAC Group organised and operated the entire event, including the techno-logistical arrangements for the relay, the planning of service needs and the management of the set-ups (production) for the corners built into the principal squares through which the Mille Miglia passed, as well as for the dinner in Rome.
The numbers
- 12 BMW cars for the relay.
- 26 people for the set-ups.
- 24 people for accreditation and welcome.
- 8 drivers.
- 5 coordinators.
