BMW Motorrad shifts ad strategy to focus on brand in latest campaign
German motorcycle manufacturer, BMW Motorrad, has created a campaign focussing on product communication as it looks to boost brand awareness.
The new brand attitude, ‘Make Life A Ride’, will form part of a variety of BMW Motorrad communications from print to digital, and includes a brand film, which shows people all over the world following their own hobbies, from surfing to boxing.
The campaign, created by VCCP Berlin, will target bike fans and non-riders and focusess not on the motorcycles themselves but the people who ride them.
The film, directed by Anders Jedenfors and produced with Acne Productions, will be aired in German cinemas and will be adapted for global markets from France to Brazil.
Oliver Frank, executive creative director at VCCP Berlin, explained: “‘Make Life A Ride’ is not only a brand message, but combines the lifestyle of motorcycling with the positioning of the brand. Everything points to the global trend of more optimism and self-reliance, which a lot of people worldwide can identify with.”
VCCP Berlin won the global BMW Motorrad account earlier this year in a pitch. In addition it is also in charge of BMWi Mobility Services.