Autumn typically marks the off-season for motorcyclists, with riders often needing extra motivation to get back on the road after the active summer months. In its latest campaign for BMW Motorrad, Serviceplan France taps into this insight, using vibrant, fall-inspired visuals to reignite that passion and drive sales.
Under the tagline "Fall in Love," the campaign showcases roads symbolically replaced with autumn leaves of various colors, encouraging motorcyclists to hit the road and experience the excitement that the new season offers.
Jean-Philippe Dubois, Creative Director at Serviceplan France, explains: "The brief was to create a promotion that wasn’t overtly product-focused but highlighted the brand’s purpose: "Make life a ride". We wanted to inspire riders to not only get back on their bikes but also to feel an emotional connection with the ride itself."
What makes this campaign stand out is the bold choice to exclude motorcycles from the visuals altogether. Sylvain Vaquez, Head of Marketing and Product at BMW Motorrad France, adds: "Launching a campaign without featuring the bikes themselves is a daring move. The concept perfectly captures the essence of BMW Motorrad: 'Make Life A Ride'.”
The campaign will run in France, Benelux and Italy from 28 October to 28 December in the motorcycle and consumer press and on social networks.
View the full campaign here.
