Carat uses digital for BMW F1 Sauber

All creative, planning and media were all developed by the standalone division, part of Carat, according to Roy Tan, MD of Carat Malaysia.

"Though Carat is BMW's agency of record, for this campaign we had different strategy directors, designers and account servicing ?all from Carat Interactive," he said. "And for the record, they weren't freelancers."

The campaign (the microsite can be found at www.bmw.com.my), promotes the BMW-sponsored Pit Lane Park tour as it comes to Asia for the first time. The star of the show is BMW Sauber's F1 race car, which debuted last year at the Malaysian Grand Prix in Sepang.

The site targets auto enthusiasts in Malaysia with downloadable content in the form of wallpaper, screensavers and an online racing game. Display and banner ads were also placed in various auto-related publications.

Another first in Malaysia, according to Tan, is that the campaign leverages the proprietary tool Eyeblaster, used to track the reach of the online advertising display research. The results will be available soon after the event, which ends this week.

Last year BMW Group Asia posted a new sales record with over 120,000 vehicles sold. The company is growing faster in Asia than anywhere in the world.