Munich. An eye-catching digital campaign presents the
BMW M2 Competition (combined fuel consumption: 10.0 – 9.8 l/100 km
[9.2-9.0]; combined CO2 emissions: 227 – 224 g/km [209-206]*) as a
record breaker with very unusual tools: a high-power laser and a
precision blade. The impressive films will be shown in BMW and BMW M
social media channels.
Highlight clip “Laser”:
The BMW M2 Competition is out to break records. To deliver on this
promise, the BMW M2 is drawing inspiration from world records set by
humans. At first glance, these appear to have nothing to do with cars:
cutting through more than 87 straw mats with a blade within a minute
and popping over 63 balloons in 60 seconds with a laser beam.
Uwe Dreher, head of Brand Communications BMW, BMW i, BMW M: “The
BMW M2 Competition showcases BMW M genes in their purest form. It is
an exceptional car with outstanding dynamic performance, presence and
handling. With our digital campaign, we capture the heart of our
target audience right where they live and inform themselves: in social
media. We provide the BMW M2 Competition with the perfect stage to
demonstrate its qualities in impressive style.”
For these spectacular challenges – attempted for the first time
worldwide – a slightly modified BMW M2 Competition was brought to Cape
Town. It comes with the same technology as the series-production
vehicle, plus the additional features required for attempting the
records: a high-energy laser installed into the front of the vehicle
and a blade attached to the rear.
Following meticulous planning and testing, the course was set out and
everything was ready: Rolled-up bamboo mats were arranged in
semi-circles so that they could be cut by the blade on a drift; the
balloons were set up in long straight lines angled sharply towards
each other for quick turns. Fans will instantly recognise the shape of
the letter M, the most powerful letter in the world.
Behind the scenes:
Technically, the BMW M2 Competition already has everything it takes
to be a genuine record-breaker: At its core is a new engine based on
the power unit used in the BMW M3 and BMW M4. The inline six-cylinder
engine with M TwinPower Turbo Technology produces 410 horsepower and
accelerates from 0 to 100 km/h in 4.4 seconds. For the first time,
BMW M2 drivers will be able to use two selector switches in the
central console to directly adjust various characteristics and
settings for the engine, steering and Drivelogic functions, if M DCT
is available. Optically, the BMW M2 Competition also shows its most
expressive side: The revised front apron with a bigger, redesigned
high-gloss black BMW kidney grille and the exclusive new Hockenheim
Silver metallic finish give the BMW M2 Competition an even stronger presence.
“This is a very tricky bit of driving, it is virtually impossible,”
says stunt coordinator Marc Higgins, talking about the set-up. “The
demands on the BMW M2 Competition are immense. Every drift has to be
performed with absolute precision; there is no room for error. A
strong presence and agility naturally help a lot.”
“This challenge is now reaching its finale, after months of
preparation. The driver is an expert in his field, but he needs the
car to respond precisely to the slightest feedback from him. If the
car does not respond, we will not break this record,” explained
director Oison Tymon.
And the BMW M2 Competition kept its promises: Despite the complexity
of the challenge, the high-performance sports car broke both records.
After just a few attempts, 117 bamboo mats were cut and 79 balloons
burst – both in precisely one minute.
To proof the authenticity of the stunts, real-time drone footage was
captured of the BMW M2 Competition performing the stunts.
Proof:
The BMW M2 Competition’s record-breaking attempts are part of the
“Same street. Different game.” launch campaign and fit the tonality of
the campaign perfectly. The extroverted motifs also reference the
world of gaming, with high scores and record-breaking runs. That makes
sense: From the start of communications, millions of fans worldwide
were able to experience the new BMW M2 Competition virtually, within
just a few hours of its world premiere at the Beijing Motor Show, in
the popular mobile
racing game CSR Racing 2.
Agencies
Jung von Matt
Hochkant Film
If you have any questions, please contact:
Corporate Communications
Julian Hetzenecker, Business and Finance
Communications, Julian.Hetzenecker@bmw.de
Telephone: +49 89 382-39229
Micaela Sandstede , Business and Finance Communications, Micaela.Sandstede@bmw.de
Telephone: +49 89 382-61611
Media website: www.press.bmw.de
Email: presse@bmw.de
The BMW Group
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