BMW takes on the outback to launch X3 M and X4 M in latest campaign via Clemenger BBDO


BMW Group Australia and Clemenger BBDO Melbourne have today revealed Outback M Town to announce the arrival of the first ever BMW X3 M and X4 M to Australia.


Created earlier this month on a private property near the Flinders Ranges in South Australia by Clemenger BBDO, the creation of Outback M Town saw a custom-built clay-based circuit comprised of 23 corners and one long, impressive straight to provide the ultimate driving experience to put the new X3 M and X4 M models through their paces.

The campaign culminates in a film that showcases the vehicles tackling the terrain, with a range of assets featuring across social, digital and PR.

Says Tony Sesto, general manager of marketing for BMW Group Australia: “Outback M Town unites M and X in a brilliantly unique way and showcases the true breadth of what the new vehicles are capable of. It is the perfect platform, and some of the most rugged and challenging terrain, to launch the first ever BMW X3 M and X4 M in Australia.”

Says Ant Simmons and Hilary Badger, creative directors, Clemenger BBDO: “M Town is a place where there are no limits on cars and drivers. Until now, it’s only ever existed in an abstract sense. So it was interesting to bring M Town to life in reality, for the first time in Australia.”

You can view the launch film and find out more about the campaign at