Smartphone instead of trade fair appearance
Digitalization of BMW Motorrad product launches
The briefing
In 2020, BMW Motorrad planned one of the biggest product offensives in the brand’s history – as usual with new launches at the world’s biggest motorcycle shows.
Due to the outbreak of the coronavirus pandemic, the launch concept had to be radically rethought – with a 100% focus on digital channels.
The implementation
Time for a radical change of course!
BMW Motorrad decides to launch all products 100% digitally – a completely new communicative approach.
New communication concept:
New channels and formats:
The results
The crisis was used as an opportunity – with impressive results:
