WOODCLIFF LAKE, N.J., Aug. 1, 2006 (PRIMEZONE) -- BMW Motorrad USA announced the roll-out of its newest advertising campaign for its K 1200 R, an aggressively styled, new generation model of "naked" street bike. Developed by The Concept Farm in New York, the high energy campaign includes print ads, a micro website, promotional give-away and a viral spot to generate online buzz among motorcycle enthusiasts. Launched on July 11, 2006, the campaign directs bikers to the website, www.theworldsmostpowerfulnakedbike.com, where they can experience the raw power of the K 1200 R.
"The K 1200 R represents a completely new breed of motorcycle for BMW, so we knew that we had to depart from our own marketing conventions in order to break through our current brand perceptions," said Laurence Kuykendall, Community and Communications Manager, BMW Motorrad USA. "The Concept Farm, our advertising agency of record, saw this as an opportunity to leverage the deep passion that people have for this bike. They created a sharp, tightly focused campaign that provides opportunities for fans of the bike to express, share and build on this passion, starting with small but intriguing, well-placed ads that entice them to the K 1200 R site."
"To help us create something completely different and underground for BMW Motorrad USA, we worked with Northern Lights Post on the video component of the site," said Griffin Stenger, Creative Director and Partner, The Concept Farm. "Northern Lights helped us capture the intensity and dynamism that we needed to convey the speed, power and excitement of the K 1200 R. The result is an attention-grabbing webisode that will be an exciting online discovery for the high-end sport bike community."
The piece opens with the K 1200 R being wheeled out of a truck and onto a drag strip. Quick fade-outs hint at what bike it is as a decked-out rider prepares for the light to turn green -- revving up the engine and wheels until he creates a cloud of smoke. He takes off at full speed, burning rubber and creating a torque-induced wheelie. Motion graphics assert that the bike has "163 Horsepower, 96 lbs-ft of Torque" and can go from "Zero to 60 in 2.6 seconds." At the end of the sequence, the rider burns the BMW logo into the ground, sending a clear message that the K 1200 R "smokes everything...even your expectations."
"This was a great opportunity to demonstrate our ability to convey abstract ideas and capture visceral feelings on film and help bring great ideas to life under a variety of conditions," said David Gioiella, Editor, Northern Lights Post. "For example, the drag strip was too short to allow the K 1200 R to reach top speed, so we reversed some frames from the original footage to ramp up the power of the bike as it appears in the spot. The K 1200 R is an awesome bike, and we focused all of our efforts on working with The Concept Farm to deliver the high caliber platform they envisioned for showcasing the BMW brand."
BMW Group in America
BMW of North America, LLC has been present in the United States since 1975. Rolls-Royce Motor Cars NA, LLC began distributing vehicles in 2003. The BMW Group in the United States has grown to include marketing, sales, and financial service organizations for the BMW brand, the MINI brand, and the Rolls-Royce brand of Motor Cars; DesignworksUSA, an industrial design firm in California; a technology office in Silicon Valley and various other operations throughout the country. BMW Manufacturing Co., LLC in South Carolina is part of BMW Group's global manufacturing network and is the exclusive manufacturing plant for all Z4 Roadster and X5 Sports Activity Vehicles. The BMW Group sales organization is represented in the U.S. through networks of 339 BMW passenger car centers, 334 BMW Sports Activity Vehicle centers, 143 BMW motorcycle retailers, 80 MINI passenger car dealers, and 30 Rolls-Royce Motor Car dealers. BMW (US) Holding Corp., the BMW Group's sales headquarters for North, Central and South America, is located in Woodcliff Lake, New Jersey.
Information about BMW Group products is available to consumers via the Internet at:
www.bmwgroupna.com www.bmwusa.com www.bmwmotorradusa.com www.miniusa.com www.rolls-roycemotorcars.com
About The Concept Farm
Established by advertising, marketing and branding industry veterans in 1999, The Concept Farm specializes in brand content creation for leading companies, institutions and personalities. The award-winning agency, based in New York, brings together unique creative talents, strategic thinking, customer insights and a passion for service excellence to create and produce highly impactful, imaginative cross-platform, content-driven programs that build brands and enrich customer experiences. More information about the firm is available at www.conceptfarm.com
About Northern Lights Post
Northern Lights Post is an award-winning boutique. We offer creative editorial, finishing and visual effects for the entertainment and commercial production industries. The artistic and technical expertise of our editors and artists allows us to deliver innovative and resourceful solutions to our clients. With our in-house online and offline editorial, visual effects/design and HD capabilities, streamlined creative process and hands-on approach, we can deliver projects of any scope including commercials, webisodes, broadcast promos, long-form TV and independent films.
Credits
Agency: The Concept Farm, New York Creative Director: Griffin Stenger CD/Copywriter: George Logothetis Senior Project Manager: Mark Albertson Creative Director: Matthijs Van Wensveen Production Company: The Production Farm, New York Director: Matthijs Van Wensveen DP: Ben Bloodwell 2nd AD: Ryan Alexander Executive Producer: Sandra Miller Location Shot: Lebanon Valley Dragway, New York Editorial Company: Northern Lights, New York Editor: David Gioiella Executive Producer: Arthur Tremeau Sound: Clean Cuts Color: Moving Images Animation: Atmosphere 13
Journalist note: Information about the BMW Group and its products is available to journalists on-line at the BMW Group PressClub at the following address: www.press.bmwgroup.com.