Serviceplan Suisse: Advertising for motorcycle tarpaulins can also be emotional

BMW Motorrad mechanics love bikes like they love themselves. Or maybe even a little more. Serviceplan Suisse AG translated this passion into a creative media campaign for BMW Motorrad's winter service offer at the House of Communication Zurich: unprotected, freezing motorcycles were protected from the negative effects of snow and cold with lovingly designed tarpaulins.

Back in the fall, the agency focused on BMW Motorrad mechanics in a comprehensive aftersales campaign: on posters, advertisements, banners, social media ads or directly in the showroom, they promoted the winter service, in which BMW motorcycles are made fit for their first ride in the spring, in heroic illustrative portraits.

Protected at the first snowfall

With the first snowfalls of the new year came the long-planned follow-up. With a hunt for motorcycles that were parked unprotected in the cold. A condition that doesn't suit them at all. That's why we immediately protected them from the dangers of wet and cold with a tarpaulin designed in the style of a warm and cozy Norwegian sweater. With the invitation to the owners to bring their motorcycle to the BMW winter service and have it professionally stored there. A campaign that warmed the hearts of many motorcyclists - just like the hearts of BMW dealers: BMW mechanics were able to get over 1,400 motorcycles ready for spring. This put Switzerland in first place in its European sales region.

The good deeds were documented as stills for social media and re-enacted in a clip in which a BMW mechanic even postpones his working day so that he can protect a motorcycle.

Responsible at BMW Motorrad Schweiz AG: Marc Gobeli (Head of Marketing), Luca Willi (Marketing & Products Specialist) and Oral Erdem (Management Associate). Responsible at the House of Communication Zurich: Thomas Müller, Carina Kienzle (Art Direction), Kelsang Gope (Text), Thomas Lüber (Creative Direction); Dominic Häuptli, Kristina Petersen (Consulting); Denise Goldmann, Noëlle Zuurmond (Polygraphy), Victor Borel (Image Editing), Carmen Aebischer (Production Management); Marcin Baba (Executive Creative Direction); Nathalie Diethelm, Raul Serrat (Overall Responsibility). Responsible for key visuals: Jamie Kroll (Assistant DOP, Editor), Nils Graf (DOP), Simon Buser (Sound Engineer), Joel Habermacher (Lightning), Patrik Locher (Lightning).