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Leighton Ballett Creative

automotive
 
BMW Motorcycles
 
BMW Motorcycles
Objective
Sell expensive motorcycles in the face of stiff opposition from the much faster Japanese bikes.
Strategy
Target well off, lapsed bikers, aged 35+, not boy racers, to consider getting back to riding on the ultimate riding machine.
Result
Continued year-on-year increase in sales in a declining market.