BMW Design & Branding GET ON! by Serviceplan Munich

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Industry Cars
Media Design & Branding
Market Germany
Agency Serviceplan Munich
Executive Creative Director Matthias Harbeck
Art Director Michel Maurice Lück
Copywriter Oliver Palmer, Sebastian Wolf
Account Supervisor Denise Mancinone, Katrin Eberbach, Patrick Stehle
Released January 2011

Credits & Description

Category: Posters
Advertiser: BMW
Product/Service: SEASON LAUNCH 2011
Date of First Appearance: Jan 27 2011
Entrant Company: SERVICEPLAN, Munich, GERMANY
Chief Creative Officer: Alex Schill
Executive Creative Director: Matthias Harbeck
Creative Director: Oliver Palmer
Copywriter: Oliver Palmer/ Sebastian Wolf
Art Director: Michel Maurice Lück
Account Supervisor: Patrick Stehle/ Denise Mancinone/ Katrin Eberbach
Graphic Design: Andrea Schulz
Agency Producer: Katja Tschan-Matschl
Photography: Rankin Photography Ltd
Media placement: Saisonstart 2011 Mit Flyer, PoS Werbemittel, Funk, Großflächen, Anzeigen, Giveaway - Saisonstart 2011 Mit Flyer, PoS Werbemittel, Funk, Großflächen, Anzeigen, Giveaway - 27.01.2011

Describe the brief from the client
The “Get on” campaign was implemented during the build up to BMW Motorrad’s start-of-the-season-event. From the end of February until the event in March, the campaign used brochures, print-ads, billboards and direct mailings. Not only in Germany but around the globe.

Describe the challenges and key objectives
The start-of-the-season-event is the most important date for BMW Motorrad. Our objective was to create a campaign, which would attract as many people as possible. To meet this task, we had to find an image, that everyone could relate to but which would also be utterly unseen and create a huge amount of awareness.

Describe how you arrived at the final design
Our solution to this task was our „Get on“ campaign. It features highly dramatic images of riders taking huge leaps to get on their bike. We developed this design out of the idea that after a long winter, every rider feels such an enormous longing for his bike, that he can’t even hold it back any more, generating unbelievable powers, which are then released by this giant jump onto his bike.

Give some indication of how successful the outcome was in the market
The campaign was a huge success. More than 120,000 riders attended the events at their local BMW Motorrad dealers. That’s an increase of 45% to last year. Testride bookings even increased by 55% in comparison to 2010.