1001 Apologies
BMW Motorrad
Overview
Develop an awerness campaign for BMW motorrad at the biggest motorcycle event in Brazil, the “Salão 2 Rodas”. What excuse have you used to ride your motorcycle and hit the road for the simple pleasure of riding?
Details
Role: Senior User experience
Company: Ogilvy & Mather agency
Client: BMW Motorrad
Project: 1001 Apologies
My role
I was the main senior UX design responsible for the role project.
We did research, work with the social media team and prototyped.
Main tasks
1. we immersed ourselves in the world of motorrad to get to know consumers, their inspirations and their way of consumption
2. We talked to some consumers through a list generated by the findings of the social team
3. in partnership with google maps we developed an API adapted to the client’s libguagem
4. we developed the website and the media campaign
The Solution
Develop an awerness campaign for BMW motorrad at the biggest motorcycle event in Brazil, the “Salão 2 Rodas”. What excuse have you used to ride your motorcycle and hit the road for the simple pleasure of riding? Anyone who is passionate about motorcycles knows: the reason is always to hit the road, the excuse is that it can vary. For this reason, BMW Motorrad launches the project “1001 Excuses”, a digital platform that will bring together in different digital media the most fun and surreal excuses used by motorcyclists to hit the road with friends.
Website created for motorcycle and road lovers. BMW through social networks has asked users about the best roadmaps to use their motorcycles. Through social network monitoring using hashtag #1001 apologies, the best itineraries were analyzed and incorporated into the website as a travel guide with tips for other users.
