Creative Bmw

BMW creates Outback M Town circuit in Australia to allow customers to test drive new models


By Taruka Srivastav, Reporter

September 2, 2019 | 2 min read

BMW Group Australia has unveiled a campaign to promote its custom-built clay-based circuit for potential customers to test drive its new models BMW X3 and X4 M.

Created by Clemenger BBDO Melbourne, the Outback M Town near the Flinders Ranges in South Australia and the circuit further comprises of 23 corners and one straight road.

The film features the cars driving through the terrain and will be promote across social, digital and PR.

Tony Sesto, general manager of marketing for BMW Group Australia, said: “Outback M Town unites M and X in a brilliantly unique way and showcases the true breadth of what the new vehicles are capable of. It is the perfect platform, and some of the most rugged and challenging terrain, to launch the first ever BMW X3 M and X4 M in Australia.”

Creative directors, Hilary Badger and Ant Simmons said: “M Town is a place where there are no limits on cars and drivers. Until now, it’s only ever existed in an abstract sense. So it was interesting to bring M Town to life in reality, for the first time in Australia.”

BMW: Australia's Own M Town by Clemenger BBDO Melbourne


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