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BMW Motorrad
One World. One R 1200 GS.

RAN IN: Germany, United States, Italy, France

CLIENT
BMW Motorrad

Heiner Faust - EVP, Sales & Mktg.
Hans DeVisser - General Manager, Mktg.
Florian Bardenwerper - Mktg. Strategy & Mktg. Comm.
Tim Diehl-Thiele - Manager, Mktg. Strategy & Mktg. Comm.

AGENCY
Serviceplan *Lead Agency

Alexander Schill - CCO
Matthias Harbeck - Managing Director
Jochen Lenhard - Managing Director
Marcus Maczey - Managing Director
Reinhard Schneider - Managing Director
Stefan Schuette - Managing Director


Plan.Net


Mediaplus


SUMMARY

It's all or nothing for BMW Motorcycle. The world's top-selling motorbike, the BMW R 1200 GS (GS) - as one of 20 different models representing almost a quarter of all BMW Bikes sold - is being updated and doomed to success. In similar fashion as Porsche in 1996, BMW Motorcycle is breaking with the tradition of the air-cooled boxer engine and must brace itself for scepticism and rejection from the fan base. Thus, BMW Motorcycle is facing the greatest challenge in the company's history.

CASE VIDEO


Hero Medium: Consumer Involvement

Medium Featured On Video: Events, Interactive, Social Networking Applications

Audience: Brand Influencers, Men

Objectives: Other

Type: Business-to-Consumer

Classification: Multinational

Language: English