To launch the much-awaited BMW G 310 GS and G 310 R in an effective manner without resorting to push communication converting customer interest into pre-bookings.
Unlike other motorbikes from their stable, which are manufactured and then imported to India for sale, BMW Motorrad was manufacturing the 310 series in India. The interval between their soft launch at the Auto Expo and the opening of bookings was causing consumers to speculate the quality and make of the bikes.
The love for the brand and the motorbikes from its stable that consumers showed was geography agnostic-therefore it did not matter whether the bikes were manufactured in Germany or India. People were not buying a bike, they were waiting to ride home a piece of the BMW Motorrad legacy.
A mnemonic was created that smartly conveyed the message that 'The wait is over' & that bookings for both the bikes are now open. The post went viral in no time considering that these were the first two bikes from the manufacturer in a budget range that was more affordable. Then, we reached out to everyone who showed their interest in the bikes on the post, by replying to their comments. We diverted them to a microsite which provided them with more information about the bike & could also put in a request to pre-book the bike of their choice. The posting of the creative led to a lot of shares and mentions from influencers who are revered in the biking community.
Leading with social listening instead of the usually relied upon form of push communication led the brand to launch its bikes despite the speculation and heat from the competition. With a single creative the brand was able to leverage the power of social media and close several sales cycle, hence proving that digital marketing is integral to any brand's marketing mix.
7,000 registrations on the microsite There was a 10% increase in the fans on the Facebook page Incoming messages experienced a 813% surge when the creative was launched, while page views grew to almost 13000 with a growth of 381%
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