As the Wallabies head towards Rugby’s ultimate global tournament in September, BMW has teamed with Ogilvy Melbourne to launch an emotive and patriotic integrated campaign that showcases the brand as the ‘driving force’ behind the national team.
The first campaign launched since announcing its support for the Wallabies as Official Vehicle Partner earlier this year, it comprises a moving TVC supported by high-impact outdoor (featuring key players), plus digital and other elements.
The 60-second spot teams footage of driving the road to Twickenham – the famous ground that will host finals in October – supplied by BMW UK, with local audio of cheering Australian crowds, singing to a piano version of Waltzing Matilda.
It aims to reinforce BMW’s broad-reaching support of the team, claiming ‘The Road to Twickenham should not be driven alone’.
“We hope the pairing of stunning visuals with the enthusiastic sounds of Australian supporters creates an emotive and patriotic response, aimed at drawing in fans of the Wallabies and sport enthusiasts alike,” explained Ogilvy& Mather Melbourne general manager Michael McEwan.
“We wanted to pull on the heart strings and encourage all Australians to get behind the Wallabies as they head to the world rugby stage, supported by BMW. The use of international footage with local audio also reinforces the global perspective on this important sporting event.”
The TVC is supported by high impact large format OOH and digital executions, featuring some of the Wallabies most powerful players, alongside some of BMW’s most powerful Ultimate Driving Machines, the X5M & X6M, plus CRM and in-store POS.
All elements aim to reinforce the importance of the formidable partnership between BMW Australia and the Wallabies, and its position as the ‘Driving Force Behind the Wallabies’.
“To make this statement clear, we were lucky to have access to global footage that shows the road to Twickenham as seen from a BMW,” McEwan continued.
“It literally shows BMW on a long journey to Rugby’s ultimate competition, and how it will drive and support the Wallabies – and Australian supporters – to get there.”
Australian Rugby Union CEO, Bill Pulver said: “BMW and the Wallabies are the ultimate partners, both are iconic global brands built on passion and performance on and off the field. BMW’s commercial is a fantastic campaign that highlights the global reputation of both brands, as well as the long journey of the Qantas Wallabies to the Rugby World Cup Final at Twickenham.
“The ARU is very excited to be involved with this campaign and we know it will be effective in resonating with Wallabies fans and BMW customers.”
Stuart Jaffray, general manager marketing at BMW Group Australia said: “With a commitment to world-class performance and a determination to be the best, the Wallabies and BMW make for a formidable partnership. And just like the Ultimate Driving Machine, a balance of power, agility and teamwork will ensure the Wallabies are a force to be reckoned with when they hit the world stage later this year.
“We are excited by the stunning campaign which reinforces the journey we have committed to sharing with our great Wallabies, and how we will travel the long road to Twickenham together.”
The campaign will continue to run through the global competition in September and October this year.