Case Study / Lifestyle & Sport

Client
The BMW Group is one of the world´s leading automotive manufacturers in the premium sector. Besides the classic automobile business the company transfers its philosophy also within the lifestyle sector. The products transport the key messages of the brand, and the fans and clients are able to experience BMW also in the non automobile area.

Goal

• Increase awareness of the BMW Lifestyle Collection.
• Strengthen the authenticity and relevance of the product range.
• Highlight the premium quality of the products and BMW´s expertise in design.
• Generate positive coverage in relevant media.

Strategy

• Transfer the brand values and the brand experience of BMW into the BMW Lifestyle Collection.
• Highlight the BMW quality and the innovative design of single products.
• Load the products with the BMW brand values: joy, dynamic, sportiness and activity.

Implementation

• Sampling management.
• Press releases.
• Cooperations with media and partner brands.
• Press trips for key media, press lunches and road shows to present the different collections of BMW and its bicycles.
• Cooperate with BMW Lifestyle marketing media activities.
  
  

Result
A wide presence of the BMW Lifestyle portfolio in relevant consumer media.