BMW and the Wallabies on the road to glory in new campaign via Ogilvy Melbourne + Vizeum

Following last year’s sensational performance at the Rugby World Cup, the Qantas Wallabies have another season of exciting international rugby ahead of them. BMW has again teamed with Ogilvy Melbourne and Vizeum to launch a new emotive and patriotic integrated campaign that reinforces the brand as the ‘driving force’ behind the national team.

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Filmed in Australia, the TVC reflects the long journey the Wallabies have undertaken on the way from grassroots rugby to the glory of the world stage.

The TVC is supported by a strong social presence, online content, high-impact large format OOH, digital executions, CRM and in-store POS. The campaign features some of the Wallabies’ most powerful players alongside a range of BMW’s most powerful vehicles including the BMW X5 M, BMW X6 M and the first-ever BMW M2 Coupé.

BMW and Ogilvy also created the BMW Rugby Pathways Hub – a collection of stories from past and present Wallabies to inspire all young rugby fans and players. Wallabies players share their own pathways to the world stage as well as tips, tricks and training drills to help young players improve their skills.

All elements aim to reinforce the importance of the formidable partnership between BMW Australia and the Wallabies, and BMW’s position as ‘The Driving Force Behind the Wallabies’.

Stuart Jaffray, general manager of marketing at BMW Group Australia, is excited for another successful season as BMW increases its support of the Wallabies and rugby in Australia.

Says Jaffray: “BMW continues to support the Wallabies in 2016 as the official vehicle sponsor, and broadens this relationship to drive Australian rugby from grassroots to the world stage.

“Future generations of Wallabies are guided through the ARU’s Pathway to Gold program. BMW’s support of this grassroots initiative includes the BMW Junior Gold Cup, the BMW Australian Schoolboys and the BMW Australian U20s team.

“It’s great to be part of an engaging program – one that we can amplify with the support of BMW Wallabies ambassadors Israel Folau, Bernard Foley, Nick Phipps and Sean McMahon.”

Australian Rugby Union general manager – commercial, John Nicholl values BMW’s support of rugby in Australia and the brand’s commitment to a cohesive and engaging campaign.

Says Nicholl: “BMW is a valued partner of Australian Rugby and this integrated campaign underscores the important role it plays in supporting all of our players, from the grassroots programs to the Wallabies.

“As a brand that exemplifies strength and passion, they are a fitting partner for Australian Rugby as we head into this year’s international rugby season, which kicks off with the first ever three-Test series against England.”

The campaign launched this week and will continue as the Wallabies take on the English Rugby Team in the three-Test series in June, throughout the Bledisloe Cup and the Rugby Championship in September.

Executive Creative Director: David Ponce De Leon

Media Company Vizeum: Lisa Vercoe, Zac Chapman, Marcus Ramsay