Watch Case Study
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.
Five bicycles affixed to the Rube Goldberg-like contraption power the process of making fresh apple cider – and it only works when all five riders pedal in unison. All the apples were grown in nearby orchards, underscoring Harvard Pilgrim’s commitment to partnership in local communities.
The Pedal Press debuted at NBC Connecticut’s Health and Wellenss Expo this past fall, where 175 volunteers pressed 3,500 local McIntosh apples into cider shared with 1,300+ onlookers – giving everyone a taste of Harvard Pilgrim’s partnership (and cider).
"The press is a HUGE hit! The crew of Hill folks couldn’t be more awesome! They very naturally represent our brand."
Kerith Kristel-SmithDirector, Corporate Branding & Advertising
