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BMW Motorrad
Welcome to Planet Power

RAN IN: Germany, Italy, United Kingdom, United States

CLIENT
BMW AG

Tim Diehl-Thiele - Manager, Mktg. Strategy & Comm.

AGENCY
ServicePlan *Lead Agency

Alexander Schill - CCO
Dominique Deitermann - Sr. Strategic Planner
Matthias Harbeck - Executive Creative Director
Markus Koch - Mgmt. Supervisor
Sandra Loibl - Art Director
Oliver Palmer - Creative Director
Frank Seiler - Copywriter
Stefan Schuette - Managing Director
Therese Stuessel - Art Director


THE BRAINSTORMCLUB GmbH & Co KG


Suedlich-t GmbH


Orange Sound


Brothers


SUMMARY

BMW Motorcycles entered a new segment with the launch of the superbike S 1000 RR. However this new audience had not been waiting for BMW superbike. BMW was perceived as a comfortable touring machine rather than being sportive. This idea shows how you can win the hearts of a skeptical audience by pressing the right buttons. We got them hooked because what matters most to them is the sensation of power. BMW created Planet Power a media playground to make the audience feel the sheer power of the BMW superbike.

CASE VIDEO


Hero Medium: Interactive

Medium Featured On Video: Radio, Interactive, Social Networking Sites/Applications, Print, OOH, PR, Sales Promotion, Cinema, Consumer Involvement

Audience: New audience, Men, Women, Brand Influencers, Young Men (20-35), Young Women (20-35)

Objectives: Brand relaunch, reposition

Type: Business to Consumer

Classification: Multinational

Language: English