“Feed Your Restless,” March 1.
Each of campaign’s three national spots features a segment of the BMW model range and tells a human interest story about the BMW ownership experience.
A fourth spot is available as a dealer-tagged ad to be broadcast in local markets. The campaign also incorporates dealer launch and collateral showroom materials, social media strategies, and a micro-site, www.FeedYourRestless.com, allowing consumers to view the commercials online.
More than 1,500 30-second spots will be broadcast nationally through early June on Velocity, Speed, Fuel TV, the Sportsman Channel, ESPN, ESPNews, the Discovery Channel, the History Channel, and the National Geographic Channel.
“The ‘Feed Your Restless’ campaign is designed to appeal to the heart and soul of motorcyclists and to expand brand awareness and interest in BMW motorcycles in a fresh dynamic way,” said Todd Andersen, marketing manager for BMW Motorrad USA. “We understand motorcyclists are a unique consumer. They possess a restlessness in their DNA — an undeniable need to jump in the saddle, throw caution to wind and feel the freedom of riding. These commercials will resonate with that restlessness to ride.”
The creative concept for the “Feed Your Restless” campaign was developed in conjunction with Tether, a global creative company based in Seattle.
“Boots,” the TV spot highlighting BMW’s S 1000 RR, K 1300 S and R 1200 R sportbikes, features a group of close-knit friends on an overnight sportbike ride. They’ve landed at a roadside motel for the night, and the commercial picks up early in the morning as the group is eager to get out and ride again.
“Cowboy Coffee,” highlighting the BMW R 1200 GS, F 600 GS and R 1200 GS Adventure enduro bikes, focuses on another group of friends out for a dual-sport ride and trailside camping trip. Featuring a mix of on- and off-road riding, these motorcyclists find adventure in a surprise snow storm while camping in the woods and planning their next day’s adventure.
The third spot, “Lunch,” features a pair of couples impatiently waiting to get their check at a roadside diner, while their K 1600 GT and K 1600 GTL touring bikes wait outside.
The first spots in the “Feed Your Restless” advertising campaign will premier Friday, March 1, on the following shows:
• ESPN, NBA game, 8 p.m. - 10:30 p.m.
• ESPN News, SportsCenter, 7:30 p.m. - 8 p.m.
• Discovery, Bering Sea Gold, 10 p.m - 11 p.m.
• Velocity, American Hot Rod, 8 p.m. - 10 p.m.
• History, American Pickers, 8 p.m. - 10 p.m.
• H2, America Unearthed, 10 p.m. - 11 p.m.
Program times are EST and are subject to change.
Posted by Arlo Redwine