Draftfcb/Lowe Group awakens the desire to travel for BMW
Since the end of last year, Draftfcb Lowe/Group has added a new client to its portfolio: BMW Motorrad. Among the first projects now on display is the campaign for the two new BMW touring motorcycles and their debut at Swiss Moto.
At the forefront of the campaign is the motto that "Riding these machines is so much fun that the two tourers will become the best travel memory". Accordingly, the agency placed one of the new motorcycles in the foreground with a souvenir photo. The Golden Gate Bridge can be seen blurred in the background, the pillion passenger is only half in the picture and the new tourer is clearly the focus. This subject is intended to express the fact that the rider photographed here attached importance to what impressed him most on the trip: his new BMW K 1600 GTL ABS, as stated in a Lowe press release.
The print and online campaign is complemented by an unusual mailing. This was sent out in the form of a real photo bag. It contained a photo for each of the 6 new motorcycles with a short description on the back.
Responsible at BMW Motorrad: Roland Kohler (Head of Marketing BMW Motorrad), Finn Stein (Marketing). Responsible at Lowe: Daniel Comte (ECD), Boris Beuckmann (text), Sebastian Hugelshofer, Andrea Huber (AD), Cinthia Stettler (graphics), Rolf Jeger, Myriam Dünnenberger, Nina Marti (consulting), Felix Streuli (photo and image editing). Catherine Purgly, Senem Kavci (strategy).
