Brand:
BMW Motorcycles

Project:
BMW Motorcycles On-Handset Mobile Portal

Company:
-          Turkcell
-          Arc Marketing Services Turkey (concept development, project management, design)
-          Mobinex (technical development)

Goals:
The project had three main goals;

-          Effective communication with the members of the “BMW Rider’s Academy”, a community established by the BMW Motorcycle users.

-          Increasing the loyalty for the BMW Motorcycles and strengthening the feeling of belonging to the community.

-          Dissemination of the frequently updated information on products, prices and events to the members.

Solution:
The BMW Motorcycles On-handset Portal enables the brand to communicate product, price, event and distribution information through intelligent mobile applications, which are installed on the end-user handset. Download process is simple; users enter their phone numbers to receive a WAP-Push installation message to simply download the application over-the-air.

Results:

Since the day of the launch, the product has been praised by consumers as a “brilliant” source on information and communication. With their insatiable need for instant information on the new products and the events the riders have greatly accepted the application. “Send to a friend” option also helped the rapid spread of the application among the members.