Clear objectives: (Re)activation of existing customers and reaching new, lifestyle-oriented audiences.
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Case Film
It‘s all about Experiences.
The new bmw-motorrad.com site emotionalises, inspires and activates fans of the brand and everyone who is passionate about lifestyle.
The mission
is to make the brand a portal to experience. Through immersive brand stories but also real experiences – some of which are available for booking.
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BMW Motorrad as a brand becomes an enabler, the website an Experience Hub.
Philosophy
People don’t buy products, they buy emotions. That is particularly true of a brand like BMW Motorrad. Based on the “Make Life a Ride” marketing strategy – with its communicative focus on positioning the brand as an experience enabler – we designed and created a platform which does exactly that.We basically address two audiences: riders of BMW motorcycles, and prospective customers who either don’t currently own a motorcycle or don’t have a BMW.
To reach the different audiences, we continuously produce inspiring content with emotional resonance, share stories from the community and offer insights into the brand. The products become enablers of unforgettable experiences and – in the form of product pages – are only a click away. Added to the mix are real experiences that users can book, allowing them to experience the brand world.
In order to reach the various target groups, we continuously produce emotional, inspiring content, share stories from the community and provide insights into the brand.
The new bmw-motorrad.com website rounds out the customer journey by engaging with the heterogeneous audience in a peer-to-peer manner and offering a range of emotionally appealing and activating entry points.
- Lifestyles: In the style of timeless manifestos, we celebrate the different lifestyles on which the product range is based – something that is particularly attractive to newcomers!
- Experience Magazine: An online magazine for which we regularly produce new stories, interviews, reports, multimedia content and up-to-the-minute social media posts, keeping readers updated.
- Experiences: Interface for booking rentals, events and training.
Since the site went live in June 2024, visits to the international platform have quadrupled, aided by cross-media activation. This central global hub, which is available in six languages, offers the target audience everything they need to know about the brand. Various links to the product pages deliver quality conversions.
Winner of the IF Design Award 2025 in the Corporate Website / Brand Experience category
Services provided by SYZYGY
