Smartphone statt Messeauftritt – Digitale Transformation von Produktlaunches bei BMW Motorrad

Description

In April 2020, BMW Motorrad restructured its complete communication strategy. Through an increased use of live digital formats, all 17 new products were launched to end consumers using a targeted social media approach. The result: a tenfold reach and interaction growth compared to 2019. Moreover, the second-best sales result in the company’s history was also achieved in 2020. The successful concept will be continued in 2021 – independent of trade fairs!

Statement of the jury

BMW Motorrad’s decision to launch all products digitally instead of at international trade fairs required a completely new approach to communication. The digital possibilities were consistently exploited and the brand was made emotionally tangible at a high technical and design level. Through the broad use of social media, it was also possible to reach new younger target groups and to inspire them for the brand. The result is the second-best sales result in the history of BMW Motorrad, which with this case has shown in an exemplary manner what a successful transformation can look like. At the same time, the example is another indicator that the future of the show is mobile and digital. The radical change of course in communication was courageous but also timely. The pandemic crisis only accelerated this step.