BMW Motorrad USA
BMW cars is well known in America, but that is not the same for BMW Motorrad, which has only 15% share of the US motorcycle market. So it was big news when BMW announced they were going to extend their M series of cars to include the first ever M motorcycle. We were asked to come up with an idea that would introduce it in a compelling and cost-effective way, while demonstrating its capability.
But these spots do not resolve. Instead, at a pivotal moment, viewers are prompted to go to HancockNext.com to see the ways life can unfold via multiple endings. In the midst of each ending, we introduce a compelling statistic to add further context and get people thinking about their own life preparedness.
The campaign delivered an integrated message, in tune with changing media consumption habits (i.e., “second screen,” social/digital behavior), and provided us with a higher level of measurability.
- 3 million site views
- 4+ minutes spent on site
