BMW Motorrad had plans to launch their first Cruiser motorcycle in 23 years – the R 18. Though BMW is one of the world’s most iconic auto and motorcycle manufacturers, BMW Motorrad’s market share in the U.S. was less than 5%. This launch represented BMW’s competitive entrance into a market segment heavily dominated by cruiser giant Harley Davidson. We needed to not just infiltrate the cultural conversation within the biking community, but also build credibility in this Harley-dominated market.

Heritage Road

Though BMW is one of the world’s most iconic auto and motorcycle manufacturers, BMW Motorrad’s market share in the U.S. was less than 5%.
We needed to not just infiltrate the cultural conversation within the biking community, but also build credibility in this Harley-dominated market. Enter the Buffalo Soldiers Bike Club. Aboard the R18, members of the Buffalo Soldiers take us on an authentic trip through the present and the past.

Footage of Black Lives Matter protest, cuts to R18 Heritage road BMW motorcycle story featuring the Buffalo Soldiers and Troopers Motorcycle Club". Ends with "Make life a ride" and the BMW Motorrad logo.

Footage of the R18 Heritage Road motorcycle group with Gospel music in the background. Cuts to "Beemer" talking about his experience in the Heritage Road group.

M vs M

BMW is and always will be about performance. The M series is the top of the line precision performance machines from BMW. While most people are very aware of the M vehicles, the M bikes is a different story. To demonstrate that the performance and quality of BMW MOTORRAD bikes reflected the standards of the ultimate driving machine, a set of challenges was created for the M Bike to go head-to-head with the M vehicle.

Pop music while an motorcycle engine revs. Footage of an BMW M-series motorcycle race an BMW m-series vehicle. Super appears: Make life a ride. Logo animates in: BMW Motorrad.

The video showcases the celebration of the first M motocycle with a double down donut challenge between the BMW Motorrad and the BMW Motosport. We see the car and the motorcycle doing the donuts then super on screen reads "feed your adrenaline". It ends with super "make life a ride" and we can see de BMW logo.

Footage of the HotLap challenge between the BMW motorrad and the M3 competition. Data with the different vehicles attributes pop ups. The race starts with M motorrad leading but in a few second the M3 passes it. In the end we see a very even race ending with the M Motorrad leading in the end. The race ends with super "Fast, it runs in the family". the video ends with super "make life a ride" and we can see de BMW logo.

Hip hop music. BMW car and motorcycle driving. Super on screen reads "anything you can do the M 1000 RR can do better". Cuts to clip of car and motorcycle drifting. Super on screen reads "a little sibling rivalry never hurt anyone". Ends with logo - BMW Motorrad.

Bandana Manual

Understanding the cultural nuances of biker culture provided a unique opportunity for BMW Motoraad to approach a commonly overlooked, but integral part to your machine’s performance.– the manual. Introducing the bandana manual. Never leave home without it.

Make Life A Ride

BMW Motorrad’s market share in the U.S. was less than 5%. Make Life A Ride launch represented BMW’s competitive entrance into a market segment heavily dominated by cruiser giant Harley Davidson.
The campaign was designed to garner attention through culturally relevant conversation within the biking community to build credibility in this Harley-dominated market.