More than a cliché, the world of motorcycling remains overwhelmingly male, which is reflected in the figures. Indeed, women represent only 16% of all motorcycle licenses taken each year.

Development of unisex suits, LGBTQ+ flag in the logo, organization of women's motorcycle courses to break the self-censorship, sponsoring of 100% women's teams during the GS Trophy... the brand does not have to prove the strength of its commitment and values, but it was not a reason not to try to go even further.

BMW Motorrad wanted to attack the prejudices of gender related to the practice of the motorcycle and after digging a little, it appeared to be necessary to break them from childhood!

As a strong start, we changed the brand signature, from "Make life a ride" to "Ride has no gender".

For the press ad, we displayed a shelf full of gendered toys for girls and created a visual accident by integrating a small miniature motorcycle that usually has no place on this shelf... although it should. The tagline "Merry Christmas girls" emphasized the idea.

The visual concept of the press ad was taken up on social media.

The digital campaign took place on LeBonCoin, the biggest French e-commerce website after Amazon. The idea was to target keywords linked to gendered toys for girls just before Christmas. A header and different banners tried to make the users change their gift idea by suggesting them to offer the miniature motorcycle instead.

We decided to solve the problem from the start after discovering this data: 16% of motorcycle license candidates are women.

We needed to reach the brand's fans and the whole riders' community to let them know of this new positioning. But mostly, we needed to get to the parents.

Children are by nature openminded and free of any preconceived gendered ideas. We focused on the parents because they are the ones who buy toys for their kids and can therefore influence their development and construction.

The QR code on the press ad and the banners on the e-commerce site linked to a dedicated page that presented all of the brand's actions and offered to receive the miniature bike for free.

The campaign definitely had to take place just before Christmas to maximize the impact of this positioning.

Thanks to the press ad on the back cover of the first motorcycle magazine in France and its diffusion on social media, we were able to massively reach riders and among them many parents.

But we needed to reach parents and people who might give a gift to a girl, on a wider scale. That's why we targeted gendered keywords on the 2nd largest French e-commerce website.

3,8 million impressions in 2 weeks.

More than 13,000 people clicked through to the website and 18% participated to receive the miniature toy.

As a comparison, 13,000 represents 75% of the number of women who take their motorcycle license each year. We will need to wait a few years to see if this number increases.

It is still too early to register a significant change in the brand perception but the campaign already received a 100% positive response from the community. BMW Motorrad is the first mover in the market to claim its commitment and values. Moreover, the brand decided to make this new signature a major direction in the coming years, starting now.