This campaign marks a turning point for BMW Motorrad, soon to celebrate its centenary. Although the brand has already been promoting a mixed approach to motorcycling since 1978, with the creation of a complete range of equipment designed to adapt to all morphologies. We have also created 100% women's Enduro Park courses to encourage and popularize this sport. This growing popularity is reflected in the 6 women's teams that took part in the 2022 edition of the famous international GS Trophy competition, which has been mixed since 2016. With this new campaign, BMW Motorrad reaffirms its convictions in favor of a gender-neutral approach that respects individual tastes and freedoms.

Emilie Lecapitaine, Head of CRM and Social Networks at BMW Motorrad, explains:

"With this campaign, we've chosen to break down preconceived ideas: no, there isn't a women's model or a men's model, there are models that correspond to different aesthetics, sizes, strengths, desires. This commitment is a natural extension of the brand's values."

The campaign has been visible since December 15 in the motorcycle press, as well as digitally to a wide audience, thanks in particular to a tactical device set up on LeBonCoin to target Internet users looking for toys usually gendered for girls.

A landing page on the BMW France website enabled users to register to receive the toy, and also to read the brand's manifesto.

Paul Lê, Creative Director at Serviceplan for BMW Motorrad, explains:

"With this campaign, we suggested that BMW approach the issue of women and motorcycles differently, to fully display their commitments. To make it visible and impactful, we chose to place it where gender is still extremely present and takes root: the world of children."

Baptiste Musillo, Account Manager at Serviceplan, adds:

"This campaign is the fruit of the work of the three agencies in the House of Communication by Serviceplan Group: Serviceplan in creative, Mediaplus in media consulting and Plan.Net in digital. This joint, Über-creative effort has resulted in a hard-hitting, clever campaign that responds to the client's image challenges and values."

Find out more about the entire operation at: www.bmw-motorrad.fr/fr/experience/bmw-motorrad-history/rider-has-no-gender.html

About BMW Group and BMW Motorrad in FranceBMW Group has four sites in France: Montigny-le-Bretonneux (head office), Tigery (training center), Strasbourg (international spare parts and accessories center) and Miramas (international technical testing center).

Together with its sales and finance subsidiaries and its exclusive distribution network, BMW Group employs nearly 6,000 people in France. In 2021, BMW Group France registered 71,306 BMW and MINI cars and 20,333 BMW Motorrad motorcycles and scooters.

BMW Group's annual purchasing volume from French OEMs and suppliers in France amounts to 3.5 billion Euros. These include Valeo, Michelin, Plastic Omnium, Sogefi and Faurecia. As part of its electromobility strategy, BMW Group offers a wide range of electric and plug-in hybrid cars and two-wheelers.By the end of 2021, more than one million 100% electric cars were already on the road.BMW Group France also pursues an active, long-term sponsorship policy with the BMW ART MAKERS program, which supports emerging creativity in the visual arts, and renowned cultural players such as the Rencontres de la Photographie d'Arles and Paris Photo. For more than 30 years, BMW Group France has financed public-interest projects through its Foundation, which operates under the aegis of the Fondation de France: currently impact entrepreneurship through support for the Ashoka and Make Sense associations.BMW Group's commitment to society also extends to French sport, notably through its partnership with the French Golf Federation (FFG).

www.bmw-motorrad.fr