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 "Count Us In" campaign didn’t just say Harvard Pilgrim was different – it showed it with emotional and engaging work that conveyed the difference that partnerships can make in people’s lives. Our message went everywhere our target did – on TV and radio and in digital media, as well as gyms, supermarkets, pedicabs, train stations, and parades. And consumers helped it go further on social media, exclaiming “I love this commercial!” and #countusin in force.
- 33% rise in brand familiarity
- 31% increase in brand favorability
