Objective:

• Build sales with BMW loyalists and prospective competitive riders by promoting the brand as a legitimate alternative to key, already established, competitors

Target Audience:

• Riding zealots of all dimensions and experience — BMW loyalists and prospective competitive riders

How Magazines Were Used:

• Leverage the entire magazine spread to powerfully zero in on the most profound truths about motorcycles and the people who love them - both visually and verbally

Results:

• 2002 Tracking Study reports:
• 50% increase among those "extremely likely to purchase a BMW Motorcycle"
  
• 125% jump for BMW motorcycles on the rating "the brand for motorcycle enthusiasts"
• Among BMW's current customer base, loyalty has risen 53

Industry Awards:

• 2002 MPA Kelly Finalist
  
• CLIO Awards - Merit Award
  
• IAAA (Auto Awards) Bronze Award
  
• One Show, Print Finalist
  
• One Show/Integrated Branding Campaign Final

Other Recognition:

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