BMW Promo, Case study BMW TABLETRICK by Serviceplan Munich

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BMW TABLETRICK

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Industry Cars
Media Promo & PR, Case study
Market Germany
Agency Serviceplan Munich
Director Hondo Ratkovic, Max Nüchtern
Executive Creative Director Matthias Harbeck
Art Director Therese Stüssel, Jutta Steinberger
Copywriter Oliver Palmer, Sebastian Wolf
Producer Yves Peitzner, Dalibor Tomasevic
Account Supervisor Markus Koch
Released September 2012

Credits & Description

Category: Best Use of Social Media
Advertiser: BAYERISCHE MOTOREN WERKE AKTIENGESELLSCHAFT
Product/Service: BMW S 1000 RR
Chief Creative Officer: Alex Schill (Serviceplan)
Executive Creative Director: Matthias Harbeck (Serviceplan)
Creative Director: Oliver Palmer (Serviceplan)
Copywriter: Oliver Palmer, Sebastian Wolf (Serviceplan)
Art Director: Therese Stüssel, Jutta Steinberger (Serviceplan)
Account Supervisor: Markus Koch (Serviceplan)
Graphic Design: Franz Röppischer, Andrea Schulz (Serviceplan)
Agency Producer: Maik Schmidt (Neverest)
Production Company: THE BRAINSTORMCLUB GmbH & Co KG
Producer: Yves Peitzner, Dalibor Tomasevic
Director: Hondo Ratkovic, Max Nüchtern
Sound Design: Filippo Moscatello
Online: Südlich-t GmbH
Sound: Orange Sound
Media placement: Viral - Viral - 29.01.2010
Summary of the Campaign
In 2010 BMW Motorrad launched its first superbike: the S 1000 RR. This bike addressed a new young and cool audience. Therefore, we had to change BMW Motorrad’s image accordingly. The company used to stand for reliability and comfort. Now it had to become synonymous with boldness and agility, as well.
In order to achieve this, we started a viral campaign. Its core was an internet-film. In it, we proved the bike’s power by letting it perform the famous table-trick, in which you yank a tablecloth out from under a beautiful place setting without destroying it. In our film, the S 1000 RR did this in an XXXL-version.
The film triggered a lively discussion in the web. Everybody wondered whether the trick was real or a fake. It was viewed more than 4 million times on YouTube, and it made the S 1000 RR the best sold superbike in 2010. Today, BMW Motorrad is regarded as one of the 'most wicked' motorcycle manufacturers of the world.
The Situation
BMW Motorrad is one of the biggest motorcycle-manufacturers worldwide. In 2010 they launched a new model: the S 1000 RR – the first superbike by BMW Motorrad.
These kinds of sport bikes appeal to young audience. But the company itself is usually regarded to be quite conservative. Therefore, the new bike had to have a younger and cooler image. This meant we had to substantially change how BMW Motorrad was perceived in the superbike community.
The Goal
The launch of the 'S 1000 RR' had to be a success. The benchmark was to get on even ground with the traditional superbike manufacturers.
To achieve this, we had to make BMW Motorrad appear passionate about speed. The company had to be positioned as an authentic manufacturer of superbikes.
The Strategy
We launched a viral campaign that had two main goals. It had to be modern, cool and young, and by this involving the audience with the product. Therefore, we used YouTube as our main medium. A forum where superbike fans already engaged in constant exchange.
Execution
We decided to produce a film that would trigger discussion about the S 1000 RR; showing its unique power, and giving it a cool and young appearance.
In our film the S 1000 RR performed the famous table trick: you quickly pull a tablecloth out from under a place setting so that it stays on the table without being destroyed. With the S 1000 RR we did it in XXXL. This way we proved the power of the bike in an entertaining way and triggered the crucial question: is this real or is it fake?
Documented Results
We reached more than 4 million views on YouTube and got people really involved with our film. It was added by 12,000 people as a favorite, more than 5,600 gave it a positive rating and more than 1,531 comments were written.
Articles and numerous take-offs of the film appeared everywhere on the web. In the end, many TV stations worldwide noticed this buzz. This way, discussion of the film spilled over into mass media – and back into the web.
Altogether we reached almost 20 million people, earned free media coverage worth over 1.7 million euros and a number of views worth 1.5 million euros if it would have been seeded professionally – from a production budget of under 10,000 euros.
The commercial profit: The S 1000 RR became market leader in 2010, selling twice as many units as the second best. We turned low budget into absurdly overproportional impact.