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.

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.

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.