 Let's move on to a presentation from the global luxury automobile brand BMW on how they have been using gaming to attract their customers. Well, if you're intrigued, please join me in welcoming Pia who heads the gaming and sponsoring at BMW Group Germany who's joining us. Pia, thank you so much for your valuable time you're looking incredible and thank you. You know the different time zones I'm sure with you know Ghana who are different introductions but you know we were elated and we'd love to now pass it on to you apologies on the day from on it over to you. Thank you very much and especially thanks for having me it's a great pleasure to talk to you and yeah it's okay I would share my short presentation and we'll show you what we did and what we're doing at BMW and if there's some questions afterwards we can talk about that. So I tried to share and you let me know if it works hopefully. So I'm going to be sticking out for the time the presentation is going to be on the screen. Give me just a minute here we go. So maybe you give me a short information if it works. Sure, yes, it does. Perfect thank you very much. So today I've brought you some charts to really show how our approach is so what we did with BMW so many of you know that we started in 2020. Conquering the area of eSports and some might ask why because BMW is not a traditional company in terms of eSports so the fit is quite new and special for us. And the reason why it really worth that there is a perfect fit between our brand strategy and the eSports market because it's like progressive it's about sports it's about doing things together and we had some goals at BMW. And the most important one is to make the brand future proof because you know we are just existing about 100 years. And we have, yeah, I would not say an older target group but there is a big need to really achieve brand humanity at the really young age so this is where we decided to go into eSports to really raise brand awareness and to really drive competition within this eSports community. So how did we do that what was our way really took a lot of time to really understand the community to really embrace the scene or how and to really understand what they're talking, how they're speaking, what are the toppings interesting for us, and we really learn to interact with the community on eye level. First and more we really identified the sweet spot in this ecosystem because we needed to check what is our way into the eSports community is it like sponsoring a tournament is it working with the teams is it some like our kind of communication and just really check what fits for a brand like BMW. And finally it's quite important to really find your brand attribute to which you can bring into the eSports community. And the main important thing from my side is no usual advertising so really try to be like authentic and really try not to bring your product in where it doesn't fit so really be like it should feel natural I would say. So what we did is really yeah standing out of the crowd and leave a mark so we decided who we want to be in this community and we decided to be the rebel to be not the traditional BMW thing and the most people know so really take new and brave way some communication so really rebel like so this is what we did. And our result from all the thinking from planning and strategy was that we signed one or five of the best League of Legends teams in the world really have chosen a global setup because we decided to be like mainly everywhere on the world to have a great impact and we started with League of Legends because it's it's a strategic game is not a shooter game and for a brand like BMW it's easy really to start on the strategic thing. And nowadays we also work with Valorant we get some steps further but we started with this kind and it really worked hard so I have a video with me hopefully the audio will work if not let me know. Pia we're not able to get any audio on the video could you just try and yeah. Yeah let me try. No nobody's done there to assist and so is my team so on the video we couldn't really hear anything. I tried to get music in if not because of the time it's no worries if there is no audio so next time it's fine for the moment. I saw the pictures and hopefully the pictures were nice. I just wanted to show you that it's not a traditional way of communication we are doing with BMW and eSports because if we want to be part of the community of this eSports hemisphere for us it's important to really be authentic and understand what they're So the video you have seen was our launch video and this is not the classic BMW communication as you might know. So we decided to implement a buzzing narrative that's united in rivalry because this is what it is. And all teams are united in what they are doing they are all gamers they all want to win and that's the rivalry they have because everybody wants to win so this is really a narrative which works with the teams because the teams. Use it for taking this beef idea to make funny and great communication with this narrative and together with BMW and really help this out and it really showed that this is a really good working strategy. So come on. Okay, so then we did the next level as after we had this communication start. We take the next step having a combined event so we call it the BMW Berlin brawl because the first brawl to place at Berlin. And this was our first live show to bring the community together with with the players because the players are a lot on the way on the whole world and a lot of gamers have never ever the chance to meet one of these guys so we brought them together in Berlin to really have the chance or to to enable the community to be quite near to their idols that work well we had a great impact we had great people with us great key opinion leaders and important people for us to really make it great success. And afterwards, we took the next step this was our communication and 2021 we continued the rivalry by implementing a manga. We called it the heroes of rivalry and that's the next step in our like range that we said okay, pretty cool so we have the first steps joining the teams, bringing out the buzzing narrative with united rivalry then bring the fans together with the gamers with our Berlin brawl and now what can we do to really make the players of the teams to be heroes. And that's the reason why we decided to. Yeah, have a real Japanese manga draw who did it it was a key bright, who really did this complete manga story with us and it worked really well he draw every team as a manga. Like eight episodes which completely tells the story of the teams together with BMW and this manga thing is something which is like unusual but really embraced by a lot of different type of groups from like a different age and this was great for us because every player of the team what the hero himself in this manga and in the end we also had the chance to bring in our cars again because bringing a product into any sports hemisphere always needs to feel really natural because advertising is not of interest of the community. So that's what we did. And this is what we are still doing. I have another video now with me. I assume we will again have no audio but anyway, let's join the pictures of the video and talk about that afterwards. I really like here and this is something I really want to to let you know that this is for me in my opinion and one of the most important things when you're stepping into the topic of eSports with a brand like BMW which is like pretty much more traditional and which comes not easily to your mind when you're thinking of eSports. You really need to be brave to do a communication which is really of interest in the community. If I would do usual BMW communication nobody would be of interest of that. So what you can see here, I've never thought that I will see a fire spitting dragon climbing down the famous BMW headquarter in Munich and I'm really happy that the company really decided to go this way to really target really young target group and to show them that we are ready to do fancy and new stuff. And this brings me to the end of my presentation. I have just written down our rules to become an accepted player in the community. The very first is really to understand the community and also their way of communication and really communicate their way to learn from them. So don't try to do it the classic way really talk to them learn to them. I'm often very open to talk to our teams to understand what is the right way to do activation how to talk to the people what can I do what is not interesting and I'm really open to understand and I'm really happy to do. Like I told you the unusual way to use the unusual way. And what's also really important is not to push any kind of products into that gaming it always needs to feel natural and supporting and I always say, if you want to bring a product into a game please use a game where the product is happening. So that's what we did last year with with Rocket League because it's a car related game so we brought in a car. I would never bring a car into League of Legends or Dota 2 because it wouldn't feel natural and nobody would understand why there's a BMW in the game. But using it in Rocket League feels like cool. This is a really cool way because it's all about cars about cars and football. So why do not bring in the BMW car in there. And yeah that's what I told you before. Never put a product in a game where the product feels unnatural or does not happen. So that's what I told you before. And I think that's what I also learned during the last two years. Being an enabler is a good way to be accepted of the community. Try to have the gaming scene and the community to grow because there is a long way to go but because there are still people who think gaming is like just only for nerds but that's not right. So it's good to be part of this hemisphere with a brand like BMW to show, okay take it serious. This is really important word. A lot of people are in gaming or in esports and there's a really great target group for us to talk to and especially upcoming games. And this is really important for a lot of brands to really get further and to be future proof. And finally be brave and try something new even if it doesn't fit the usual brand positioning. That's what I told you also before and what I wanted to show you on the examples before and the videos and the kind of communication we do with BMW. And now we are stepping into our third year of esports and we have big plans for sure. So we will enter the next level of rivalry more to come in May this year. And yeah, that's it for the moment. That was a quick one because it was only like 10 minutes. Hopefully you learned a bit of that what we did with BMW. And yeah, there are any questions by now feel free and just let me know. Sure. Thank you so much. We are well we would love the conversation to continue but as you rightly said an interest of time and it's a little limited schedule. We'd love to engage but meanwhile we'd like to thank you for your valuable time. Thank you. Thank you very much.