Fall in Love
BMW Motorrad France's new autumn campaign focuses on the journey, not the bikes!
28.10.2024
BMW Motorrad France: Fall in Love with Autumn - A Bold Campaign Without Motorcycles
Paris, October 28, 2024 – Serviceplan France has created a unique press and social media campaign for BMW Motorrad France, inviting riders to hit the road this autumn—not by showcasing motorcycles, but by celebrating the season itself.
Autumn often marks a lull for motorcyclists as unfavorable weather replaces the carefree summer rides. To reignite the passion for riding and boost sales, Serviceplan France took an unconventional approach.
The Idea
The campaign, titled "Fall in Love with Autumn", features vibrant visuals inspired by autumn leaves. The striking imagery uses the central veins of autumn leaves as winding roads, symbolizing the thrill of riding and encouraging motorcyclists to embrace the season.
This creative concept resonated internationally, with BMW Motorrad Italy and BMW Motorrad Benelux adopting the campaign in their respective markets.
Jean-Philippe Dubois, Creative Director at Serviceplan France, explained:
"The brief challenged our creatives to design a promotional campaign that wasn't product-focused but instead aligned with the brand's purpose: 'Make Life a Ride.' We aimed to inspire motorcyclists not just to get back on the road during a season considered less appealing, but to feel an emotional connection to the journey itself."
The campaign's boldness lies in its choice to exclude motorcycles entirely from the visuals.
Sylvain Vaquez, Marketing and Product Manager at BMW Motorrad France, remarked:
"Launching a campaign without showcasing motorcycles is a strong statement. The concept perfectly encapsulates the essence of BMW Motorrad: Make Life a Ride."
A Multi-Platform Launch
Running from October 28 to December 28, the campaign will be featured in motorcycle and lifestyle magazines, as well as on social media platforms, inspiring riders to rediscover the road and fall in love with autumn.
CREDITS:
Title: Fall in Love with Autumn
Agency: Serviceplan France
Advertiser: BMW Motorrad France
Brand: BMW Motorrad France
First Air Date: October 28, 2024
Sector: Motorcycling
Media Types: Press, Social Media, CRM, Web
Markets: France, Benelux, Italy
Advertiser Team:
Marketing Manager: Sylvain Vaquez
Advertising Manager: François Rouganne
Agency Team:
Managing Director: Stéphane Perrot
Creative Director: Jean-Philippe Dubois
Copywriter: Simon Ohayon
Art Director: David Leliard
Account Director: Baptiste Musillo
Advertising Manager: Margaux Marchal
Production Manager: Audrey Herrmann
Retoucher: Émilie Holtz