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 then we got judged by the United States Olympic Committee. Hard. They sent us a Cease and Desist just for championing everyday people, but we used it to our advantage. We immediately went live with a tongue-in-cheek press conference using a real Planet Fitness executive and a real Planet Fitness lawyer, extending the story, gaining millions more views, and even prompting some commenters to ask, “Wait, is this real?”
From start to finish, we showed how Planet Fitness is the cheering section for the casual athlete, and everyone’s escape from the judgements of the world. All of this delivers on our overarching brand promise of being the Judgement Free Zone.
- 35.9 million impressions
- 55.9% lift in product interest
- 145.9% lift in brand interest
