BMW

BMW USA

CRITICAL MASS | COPY/UX WRITING, CREATIVE DIRECTION, CONTENT STRATEGY

Carpe Momentum.

All these years on the account and I still don’t know where to put the blinker fluid.

As iconic brands go, it’s hard to beat Bayerishe Motoren Werke AG. They’ve got the blue and white roundel representing the Bavarian flag. The classic quad-configured “angel eye” headlights. The kidney grille that seems to get bigger with every model year. The Hofmeister kink, which is definitely NOT a paraphilia. They make everything from family movers to high-performance racing machines, and if you’re looking for a high-performance family mover… well, you’ve come to the right company.

I was the copy lead for the team that won the BMW account in 2016. Since then, I’ve written, edited, or directed the copy for (almost) every single page on BMWUSA.com. Check out the live site, or browse a few favorites below.

(And before you ask: no, they don’t give us cars. I know. Shame.)

Model Pages

BMW has about thirty distinct vehicle types in production at any given time; most of these have sub-variants based on engine size, drive train, or engineering enhancements. It’s our job to tease out the difference between models.

The 7 Series is BMW’s flagship luxury sedan. Click through to see the live page.

BMW M

Performance will always be at the heart of the BMW brand, with the M models sitting as jewels in the crown. This page introduces viewers to the heritage and prestige of the brand, and provides a look at the electrified future.

Certified Pre-Owned

Pretty much everyone wants a BMW, but that sticker shock is REAL. The BMW Certified program offers lightly-used Bimmers for resale, provided they pass an intensive screening process. This page previews the program benefits and helps show the difference between “Certified” and “second-hand.”

Electromobility

BMW got an early start on the EV game with the i3 and i8 – but these models were viewed as novelties rather than a brand future. The brand is now making up for lost time with a host of new all-electric and electrified (PHEV) models.

The Electromobility hub demonstrates BMW’s commitment to a sustainable future – without sacrificing the performance that made their name.

Build Your Own

One of the earliest (and still most complex) projects for this account was a full redesign of the Build Your Own process. We scrapped the old system and built a new one from the ground up – from 360° vehicle studios and recommended models to fun, encouraging messages as you move through the process.

The XM

Big, brash, and bold – even for BMW. The XM is a monstrous entity: a 644 horsepower plug-in hybrid with off-the-charts interior luxury and tech. It is polarizing and it does not care.

I directed the copy for this page with my colleague Darley Stewart. We also worked on a super cool immersive experience which may or may not see the light of day. Stay tuned….

BMW M Motorsport

For the serious gearheads on the professional circuit, BMW offers a pair of full-on race cars. You won’t see the M4 GT3 or the M2 CS Racing edition on the street, but you can check them out on this redesigned page for BMW M Motorsport.

BMW X Models

Drivers in the States are most familiar with BMW’s X lineup of SUVs and crossovers (or Sports Activity Vehicles and Sports Activity Coupes in brand terms). This page introduces a versatile lineup to comparison shoppers.

(n.b. the headline was client-mandatory. We did the rest.)

A signal achievement for the BMW team was the relaunch of Build Your Own in 2018. We modernized, simplified, and beautified the process, making it simpler for customers to find the right model and equip all the options they want, from drivetrain to cupholders. Because BMW has proprietary terminology, we added explanatory segments to define those terms and show their benefit – for example, what is xDrive? In the first year of operation, BMW saw a 41% increase in completed builds and a significant uptick in lead generation. The “BYO” experience continues to be a leading destination and driver (no pun intended) of interest in the brand.

I also had the privilege to manage the work of some outstanding writers: Hong Vu, Darley Stewart, Kelsey Purgatorio, Gwen Tulin, John Olson, and Austin Hafer.

(I also wrote the script for this case study.)

I had the privilege of working with (and mentoring) outstanding writers on this account:
Hong Vu, Darley Stewart, Kelsey Purgatorio, Gwen Tulin, John Olson, and Austin Hafer.

This is Geoffrey Roecker's portfolio.

BMW

BMW USA

CRITICAL MASS | COPY/UX WRITING, CREATIVE DIRECTION, CONTENT STRATEGY

Carpe Momentum.