Digitally driven. In love with Automotive.
In the sixth season of Formula E, a unique online experience was created under the motto "BMW i MOTORSPORT URBAN RACING". With a focus on the racetainment character on the landing page, the user himself becomes the driver of the BMW iFE.20. Three specially produced songs create an urban vibe. Communication was played 100% digitally.
BMW M and BMW i Motorsport unite one thing: passion and pure love for racing - in short: “Passion for Racing”. This is the motto of the overarching global campaign, which has already been captured in a manifesto and a film, as a guiding principle for all following external communication.
In the fifth season of the Formula E Championship, we developed another communicative highlight for BMW i Motorsport. An online film about the new BMW i8 Roadster Safety Car: Bruno Correia and BMW yachting legend Pierre Casiraghi racing in Monaco. The stunt was documented through a social media campaign, a behind-the-scenes documentary, an interview series, and interactive content on the website.
#RacingBeyond transports the feeling of the ABB FIA Formula E Championship and brings racing from the race track directly into the city center. The focus is on the brand new, fully electric iFE.18 racing car in the middle of an international, urban environment and in full racing action.