BMW bikes - A return to oil, grease and fresh air

This paper is about how the planning process played a pivotal role in identifying a very different way of communicating with BMW bike riders.
Agency:Author: Pete Taylor

BMW Bikes – A Return to Oil, Grease and Fresh Air

INTRODUCTION

This paper is about how the planning process played a pivotal role in identifying a very different way of communicating with BMW bike riders. The transformation came from a two stage process – the first stage was turning a simple profiling questionnaire into an 'insight giver'; the second stage was using that learning to bring about the transformation. Using direct mail to communicate with existing BMW bike owners and prospects, the result was a shift in approach from straightforward and product focused to...

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