Real Madrid Fans Ask for VAR in BMW IX2 Campaign

The unknown always arouses curiosity. And the new, by definition, is unknown. This is the starting point from which BMW wanted to present its new – and until now unknown – 100% electric BMW iX2 within its brand alliance with Real Madrid F.C.

The creative digital agency Media.Monks in Madrid has borrowed an exclusive tool from football, the VAR, to try to respond to the sudden turns of the head and the “what was that that just happened?” that is caused by the new BMW iX2.

With the concept 'Discover it infinite times', BMW and Media.Monks focus on the innovative concept presented by the new 100% electric BMW iX2. A SAC (Sports Activity Coupé), which combines the pleasure of electric driving with a modern and striking design thanks to its coupé silhouette. Something that we are not used to seeing, at least in the same car.

Cecilia Calvete, brand communication manager at BMW, says, “Our objective with the campaign is to publicize this innovative model that catches eyes. The new BMW iX2 displays a silhouette that places it visually closer to the BMW X4 and BMW X6. Its 100% electric version establishes a class of its own. As on other occasions, we wanted to rely on the collaboration agreement with Real Madrid F.C to provide us with the perfect framework to support all our initiatives in the field of electric mobility, which is already a fact today.

Elías Rodríguez, creative director at Media.Monks, points out, “The natural habitat in which BMW, Real Madrid and their fans coincide is the entrance to the sports city. Presenting this car in this environment has allowed us to link an insight from the world of motoring - turning around when you see a nice car passing by - with such a soccer insight as asking for the VAR when you need a replay. A way to engage with the target from minute zero.”

The campaign features the world champion and Real Madrid F.C player, Claudia Zornoza, and the players Antonio Rüdiger, Federico Valverde and Joselu Mato. Apart from the digital spot, the campaign has pieces for digital media, social networks and graphic media.