OUR RESPONSE.

We know exactly how to find and target niche communities within our broader in-market audience. That’s especially true for performance enthusiasts, who (despite their prominence) form just a niche 1.5% of the overall market. We also know what makes them tick. That’s why we’re driven by a simple truth: to connect with hardcore driving fans at a gut level (beyond head or heart) act like one, delivering a thrilling experience that feels like driving the car yourself.

That’s why we offered BMW M a unique always-on above-the-headline sponsorship of Autocar Motorsport – blending a wealth of digital stories about BMW M’s 50 years of race heritage and track-to-road engineering philosophy with a thrilling high-performance hero video that put the BMW M3 and M4 head-to-head on-track to prove their credentials.

Our brand-owned videos are always crafted to be best-in-class, but with thrilling cars like the BMW M3 and M4 we knew we’d be competing with the likes of big-budget Top Gear and the growing army of performance car influencers. So, we needed to go one better.

We brought in the best specialist videographers and a high-speed tracking car. We then used BMW race driver Colin Turkington and former driver-turned TV presenter Paul O’Neill to add credibility and show the cars performing at their very best.

The result was a film so thrilling that BMW M used it at the Goodwood Festival of Speed – an event that attracts over 200,000 performance fans every year. Proof, if ever it were needed of how compelling content can work and deliver far beyond its original intended purpose.