With the FNB Stadium as the venue, the Nelson Mandela Sport and Culture Day the event and the Springboks vs Pumas as the backdrop, Levergy joined forces with official SARU vehicle partner BMW as they hosted a one-of-a-kind campaign. The experiential activation allowed the match day fans to test their strength and speed against the best in the world.
Dubbed ‘The BMW Challenge’, with the purpose of bringing alive ‘Ultimate Performance in Every Move’, the campaign was structured around attributes synonymous with BMW: power, agility, dynamism and precision. Used as a platform on which to communicate the BMW ‘M’ range of vehicles, there seemed a natural fit between Springboks and the powerful performance that BMW M offers.
And so, with the technical expertise of O’MAGE, came the concept of a 13-metre LED wall that mirrored the speed of Springboks Pierre Spies, Schalk Burger, Juan de Jongh, Jean de Villiers, Gio Aplon, JJ Engelbrecht and Jan Serfontein. Real time, real life size. Also known as the Sprint Wall, fans lined up determined to beat their heroes whilst testing their dynamism and agility. They could also try their hand at the scrum machine, benchmarking their scrum power against the Springboks. Following the activities fans had the chance to have their photos taken in the photo booth that included surprise appearances with BMW ambassadors Pierre Spies, Frans Steyn and Victor Matfield.
In order to ensure that their client topped the scoreboard, Levergy went one step further in integrated marketing, explains Strategic Director, Struan Campbell;
“At Levergy, we know that it’s all about leveraging – integrating the marketing mix elements to form an offering that your target market cannot refuse. The activation in itself was a first of its kind on our shores, but we weren’t prepared to settle at that and so implemented RFID technology, enabling automatic Facebook and Twitter updates from fans in real time at each of the stations. The updates included photo uploads to the BMW Facebook page. In addition we had Youtube video’s uploaded whereby fans could check out their challenges and how they fared. As an agency we rallied behind this campaign, starting our planning early and remaining 100% dedicated to this project, resulting in the type of performance that leading brand BMW has come to expect. ”
Fans can be sure to see it all again come 5 October at Ellis Park where both the ‘Power Scrum’ machine and the LED Sprint Wall will be in action – BMW performance style. As something that has never been executed to this level within the sports sponsorship space, a campaign such as this bodes well for sport, sponsorship and fans in South Africa.
Campbell concludes; “To say that we were ‘overwhelmed’ with the campaign is an understatement. It will never cease to amaze me how passionate and dynamic our rugby fans are as they streamed into the 25 x 10 metre structure from 09h30 on match day morning. So keep training fans, we’ll see you all again at Ellis Park.”