ROI Impact:
35% higher engagement: One persona group proved 35% more likely to engage with CE 02 messaging, guiding BMW’s strategy across Europe.
22% boost in ad engagement: Tailored messaging increased interaction rates and improved click-through by 15%.
20% faster time-to-market: AI-enabled insights reduced campaign planning time, accelerating launch.
Repeatable results: BMW now has a scalable, data-driven model for future market expansions.
Optimising the launch of an electric motorbike with AI-Powered personas
The challenge
BMW Motorrad was preparing to launch the CE 02 — its first all-electric motorbike and a new entry point to urban mobility. The bike’s unique design and premium positioning presented a challenge: who exactly was it for?
Across several European markets, teams struggled to define the ideal audience for this unconventional product. The CE 02 didn’t fit traditional motorcycling demographics, so intuition alone wasn’t enough. BMW Motorrad needed a smarter, data-driven way to identify its most receptive customer segments — and to shape the creative and messaging that would connect with them.
What we did
Brilliant Noise worked with BMW Motorrad to turn complexity into clarity.
We gathered and analysed social listening and customer data from multiple markets, using AI to distil it into a set of distinct, insight-rich personas. To go deeper, we ran simulated AI conversations with these personas — exploring their motivations, barriers, and emotional triggers to understand what really mattered to them.
These insights informed a test campaign in one European market, where we ran a single creative asset with different messaging variations for each persona. Tracking engagement and conversion in real time allowed us to identify the most responsive audience segments and refine the message before scaling it across Europe.
The impact
The approach gave BMW Motorrad a clear, evidence-based understanding of who the CE 02 was for and how to reach them. Engagement and conversion rates rose across test markets, while wasted spend and planning time were significantly reduced.
Beyond this launch, the project established a repeatable, AI-powered framework for audience discovery and message optimisation – one that can be applied to future model launches across Europe.
The result: a faster, smarter route from insight to impact – and a launch that helped position the CE 02 as the electric bike for a new generation of riders.
The results
Target audience clarity: Identified high-potential segments 35% more likely to engage.
Higher engagement: Ad interaction up 22%, click-through up 15%.
Operational efficiency: Planning time reduced by 20%.
Scalable model: Framework now used for future European market launches.
AI Integration Benefits
Faster campaign delivery
AI streamlined planning, reducing marketing waste and accelerating time-to-market.
Smarter creative optimisation
Real-time persona feedback refined messaging for higher engagement.
Sharper audience targeting
AI-powered personas revealed the most receptive customer segments.
“Brilliant Noise used their new and innovative AI-assisted research process to help us understand the audience groups for our new electric motorcycle. I was impressed by how quickly and accurately they were able to gain insights, give recommendations, and design a campaign.”
Julia Coelho, European Marketing Manager, BMW Motorrad