I relaunched the BMW Motorrad new rider programme that included communication of the full training, clothing and motorcycle all for one price, to introduce new potential customers to both BMW and the world of motorcycles. The aim of this programme was to create brand loyalty for BMW Motorrad and encourage customers to purchase further bikes through their local Retailer. Based on previous feedback, the initial creative was too complicated for consumers to engage with and the brief was to re-brand this offer to engagement from customers both online and offline.

Further feedback suggested the new BMW G310 R model wasn't affordable for a younger audience segment. I therefore included the product launch with the re-branding of Rookie to Rider to offer a seamless promotion of both the new model and headline offer.