For those of us who love to ride motorcycles but also
unfortunately live in the midwest or the east coast of the USA, winter is a time of restless impatience. The walls of our offices seem smaller than ever. The wind feels colder. The sky is even more gray. We obsessively watch the 10-day weather projections desperate for more temperate conditions on the horizon. There’s an itch on our backsides that only a motorcycle in motion can scratch.
Truth is, it’s an urge we moto heads feel year ’round. It’s just easier to satisfy during good weather. BMW is tapping into this spirit of longing in a new advertising campaign they’re calling “Feed Your Restless.” The campaign kicks off tomorrow with a number of key television appearances on networks such as ESPN, Discover and History. While focused first on building BMW brand awareness in the US motorcycle market (an admirable goal in a country where for most motorcycle = harley), the ads seek to capture some of the camaraderie and culture of riding a motorcycle.
If the ads become available, we’ll be sure to share them here on BimmerFile.
Official details from BMW: Fueling the desire of motorcyclists who are restless to ride, BMW Motorrad USA is rolling out a national television advertising campaign – “Feed Your Restless” — beginning March 1.
Each of the three national spots developed for the campaign 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. 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,” says Todd Andersen, Marketing Manager, 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, Washington.
“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 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, 2013 on the following shows*:
ESPN, NBA game, 8- 10:30p ESPN News, SportsCenter, 7:30-8p Discovery, Bering Sea Gold, 10-11p Velocity, American Hot Rod , 8-10p History, American Pickers, 8-10p H2, America Unearthed, 10-11p
The “Feed Your Restless” campaign also incorporates dealer launch and collateral showroom materials, social media strategies, and a micro-site – www.FeedYourRestless.com — allowing consumers to view the innovative commercials online.
*Program times are EST and are subject to change.