The agency's work will initially focus on BMW's lead motorcycle model, the R 1200 GS. The work for the single model is intended to have a “halo effect,” lifting the company's other brands as a result. It will build upon a pre-existing “product offensive” for the R 1200 GS that began in 2005, Kuykendall said.
“We want to duplicate the success of the model in Europe and Britain,” he said. “[We're taking] a lifestyle PR approach rather than an advertising approach. A little bit of PR effort can usually more than match any amount of money you put in traditional advertising. We want to make it cool in the US the way it is all over the world now.”
Kuykendall said the messaging of the brand will emphasize “the idea of… expanding your frontiers,” and try to tap into a more “adventurous” streak in the US.
The firm was selected in early May after a competitive search that began with 25 agencies and was narrowed to six. The company would not disclose the other contenders or the value of the account.
MWW will focus on product placement, celebrity relationships and other entertainment work, digital outreach, and, eventually, urban marketing, added Alissa Blate, EVP, global consumer marketing practice leader at MWW. She described the target audience as a “more affluent group [and] adventure seekers,” which includes Baby Boomers, motorcycle enthusiasts, and new motorcycle audiences, including women. Target media include women's and travel publications among other lifestyle outlets.
The firm will also work to get personal stories from celebrities and others incorporated into the www.xplorgs.com microsite, which is focused on all things related to the GS line of motorcycles.