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.
The brand platform, entitled “It’s Time We All Work Happy,” was rolled out to hiring managers, job candidates, and Robert Half employees through digital and social channels. The brand platform takes a lighthearted look at placing candidates in the right positions so that they feel energized and fulfilled on the job every day. Rather than focusing on happiness itself, the platform focuses on the very things that influence employee happiness, including employee empowerment, employee appreciation, meaningful work, respect, and positive relationships.
Key elements of the brand launch included “Chairs” — a 30-second spot and long-form brand video content that showcased how happy employees boost productivity, better satisfy customer needs, and have a real impact on the bottom line of business.
