BMW Activates RBFA Alliance For UEFA Euro 2020 Via ‘Empty Streets’ Campaign

BMW celebrates its sponsorship of Belgium’s empty streets in a campaign activating its tie-up with the Royal Belgian Football Association (RBFA) ahead of UEFA Euro 2020.

Activating its long-running partnership with the national team, nicknamed the Red Devils, Munich-headquartered premium automotive giant celebrates the nation’s empty open roads as the population stays at home glued to their televisions to watch their national team – which is currently the world’s number one ranked side.

Developed in tandem with creative agency TBWA and with media handled by IPG Mediabrands agency Initiative, the BMW Benelux campaign is spearheaded by a 60-second hero spot which was shot on the streets of Belgium at night and helmed by Director Michaël Bombeeck.

Posted online on the brand’s digital and social platforms at the end of May, the commercial – which comes in both French and Flemish – premiered on Belgian television from 1 June.

The TV creative shines a spotlight on the BMW M4 – painted in the Belgian team’s national red – which also fronts the brand’s social media, out-of-home and Brussels Airport Terminal B display activation strands.

While BMW dealerships across Belgium are also given a Red Devils/M4 makeover to support the team and individual dealerships will invite customers and targets to visit their showroom, have a photo taken with the Devils and the car and share it on Instagram with the hashtag #BMWRedDevils.

“For this summer, we wanted to take the connection between both strong brands a step further,” said BMW Belux Marketing Director Ewoud Van der Heyden. “It’s just not easy for any car brand to claim a real role to play in the game of football. Because of that, TBWA came up with a campaign that highlights BMW’s love for empty roads. Everybody knows that during a game, everybody is in front of their screens at home, in a pub or in the stadium. Result: empty roads and pure driving pleasure all for the taking.”

TBWA Creative Director Steven Janssens added: “BMW and the Belgian Red Devils share the same values. They both want to be the best in what they do. Each small detail is important for them to achieve this. This may sound typical marketing vocabulary, but it’s very true. What’s also true for BMW is that the brand has always been around joy. It’s the central word in their brand architecture. The sheer joy of driving pleasure.”

Comment:

This campaign adds to a strong heritage of Red Devils sponsorship activation which includes 2018’s ‘We Are Belgium #AllInRed’ work at the 2018 FIFA World Cup and Love Condom’s memorable ‘Football Or Father’ campaign leveraging UEFA Euro 2016.