BMW M Experience
Four weeks, seventeen waves, and the same first lap every time.
The BMW M Experience is where BMW M's global partners get behind the wheel instead of into a chair.
For four weeks in 2025, BMW M invited partners to the Yas Marina Circuit in Abu Dhabi to prove their skills on the track, get to know the latest models, and experience the brand at its most intense. The kind of event where what you feel on the track carries the rest of the program.
What we built
TSC ran it as lead agency: CI and branding, event management, logistics, suppliers, budget and the security concept. A team of fifteen-plus on the ground, accountable for every arrival, every location handoff, every moment between the briefing room and the track.
Precision at that repetition rate is the kind of thing nobody notices until the moment it slips.
The challenge
Seventeen consecutive waves. More than ten event locations. Around 2.000 guests arriving from markets all over the world, each group with its own timing, its own logistics, its own arc. Wave seventeen had to feel exactly like wave one.
“Give a room of partners a track and a fast car, and the talking points stop mattering. The car does the convincing. ”
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Credits
THE STORYTELLING COMPANY
Lead Agency
The Storytelling Company
Concept & Design
Development and Implementation of CI and Branding
Engineering & Project Management
Event Management, Logistics, Service Provider Management, Budgeting, Security Concept
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