The brief:With the introduction of two new wheelers BMW Motorrad enters a new market segment: Maxi-Scooter. For years this segment has been dominated by Japanese manufacturers. A consistent positioning as the BMW amongst the scooters is crucial for entering this highly competitive market successfully.

Idea:Riding a BMW Scooter feels significantly more relaxed and confident compared to riding the models of the competition.Solution:First we do not show the wheeler in its usual environment, the city. The riding shots are filmed exclusively on extraordinary country roads. But not only that: Playing with light and well dosed post-effects we take the ride to a higher level. For the rider it becomes a dream. A dream that ends abruptly when the engine is switched off. This of course happens where the product is actually used, in the city.This is how we demonstrate that a ride on a Maxi-Scooter from BMW Motorrad is something unique.Results: