Originally, BMW briefed TRO to come up with activation ideas to bring the brand to life in and around Formula E’s season finale in London. Then COVID-19 hit and everything changed.
As the pandemic unfolded, it transpired that the races would not go ahead as planned in the UK but instead would take place without an audience in Germany. The climax of the truncated season was to take place in Berlin, with 6 races in 1 city over 9 days. Almost overnight, the brief completely changed to provide ideas for how we could create digital content that would harness the FE relationship and recruit fans to the brand. This meant TRO had a little under 8 weeks to come up with, plan and help execute a multi-channel strategic and creative activation for a range of BMW stakeholders, with the evolving Covid situation as a backdrop.
You will see below how TRO were able to adapt and retain live, in person elements which generated a constant stream of high quality, influencer led social media content, creating a hybrid shared experience that reached tens of millions of people – this was ‘Berlin Electrified’.