Doubling the market share of BMW motorbikes
BMW Motorrad USAUM
Summary
This is a story where we doubled BMW Motorrad's market share from 1.6% to 4% over the two year period, 2013 to 2014. The US motorbike category is dominated by well-established players such as Harley Davidson and Honda.
Our aim was to harness media advertising at highly efficient weight levels to incentivize the motorbike owners to reevaluate BMW. Central to the development of the media and creative strategies over this period was the use of a weekly tracker which we not only used as a standard tracker, but...