BMW Belux has been a proud sponsor of the Red Devils since 2012. In the context of the 2024 European Football Championship, the German automaker wanted to highlight that partnership - with an awareness campaign in collaboration with The Marcom Engine (the strategic alliance between Serviceplan Group, Media.Monks & Berylls).

'A new horizon'

The campaign targets a broad audience of BMW and football enthusiasts on the one hand, and BMW dealers across the country on the other. The hero model of the campaign is the BMW iX2: a car for those who have the conviction to steer their own course in life and the courage to express themselves.

Starting off, BMW will run a competition from 13/5 to 26/5: participants will share their best wishes for the Red Devils via the BMW Red Devils website. One lucky winner gets to travel to Stuttgart on 26/7 in a BMW car to attend a Red Devils match.

This will be followed by an awareness section from 3/6, which will clearly showcase BMW's proud sponsorship of the Red Devils. The focus here is more than ever on the BMW iX2.

The BMW Dreams Wrap

For the 'A new horizon' campaign, BMW is deploying various channels: organic social, paid social, display, online video, POS material for dealers, online content and e-mails.

In addition, The Marcom Engine and BMW are launching another activation: the online competition will be followed by the BMW Dreams Wrap. The BMW car in which the winner drives to Germany to support the Red Devils will be plastered with all the participants' wishes.