BMW Motorrad had a costly motorbike to sell. However, the great barrier was to convince consumers to buy in a pre-sale, and it would take 3 months for the product to arrive. The solution: we created a special edition of BMW R 1200 GS and R 1200 GS Adventure, based on one of the most important rallies in the world: GS Trophy.

After the sale was made, we needed to maintain the consumer involved before arrival of the motorbike, thus avoiding the cancellation of the purchase.

We created a hotsite showing that an adventurous heart needs an exclusive motorcycle. There, the consumer found all information about this limited edition. To guide the prospective clients to the site, we promoted registration in digital media, using social networks and guided communication. After purchase, we established a relationship scale and sent special presents to maintain the flame of adventure lit before the motorcycle arrived. Apart from that, we created an exclusive login area in the hotsite with detailed information on adventure routes for the client to plan motorcycle trips.

During pre-sales we reached 500,000 people with the investment of R$ 80,000.00, (US$28,600), generating 613 leads at a cost of R$ 0.16 (US$0.057) each.

In the second phase of the campaign (sales), spending totaled R$ 156,779.86 (US$56,000). Of the 613 leads, 263 clients actually bought the motorcycle: 43% convertion rate.

ROI, of R$ 11.66 per each R$1.00 invested (US$4,13 per each US$0.36 invested).

Total responses 263

Rate of response 43%

Cost per response R$ 596.12 (US$213)

Average price per product R$ 69,990.00 (US$25,000)

Average margin per product R$ 10,498.50 (US$3,750)

Total revenues generated R$ 18,383,700.00 (US$6,565,600)

Total margin generated R$ 2,761,105.50 (US$986,110)