‘A night with the brains behind how to go fast’ was the theme for the launch of the new BMW M3 Coupé, the embodiment of the BMW philosophy of performance and efficiency.

Client brief
Create a sneak preview event for high value BMW customers, featuring exclusive insights from BMW’s M3 factory in Germany that were not available to the general public.

ABT brand experience
Seventeen dealers across Australia treated their guests to a low-key night designed to give these VIPs a rare glimpse of the new M3 before its official launch at the Sydney Motorshow the following day. The evening centred around an hour-long webcast live from Munich featuring two M3 experts. Supporting video presentations communicated a feeling about the car, insights from Gerhard Richter, the VP of BMW M in Germany and a ‘hot lap’ of Phillip Island raceway with Geoff Brabham. The M3 Coupé was available all night for guests to explore.

Results
A technically challenging evening’s entertainment was delivered without a hitch. Client and guests alike enjoyed the live webcast.

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