BMW
COVID Campaign: Change is on the horizon.
Challenge
Our objective was to build and deploy a communications strategy that was fast to market to explain the changes in the new sales process, communicating to their audience that they are equipped to handle a Covid friendly sales and delivery service.
Solution
An uplifting campaign titled: ‘Change is on the horizon’. The creative addressed the change with embodied optimism, during a time when public sentiment was low. Our goal was to create something that: 1) communicated the functional change and quickly. 2) was empowering yet easy to digest. 3) was compliant with brand guidelines.
Result
After comms roll-out there was an increase in sales through the new sales system, which we were tasked in ensuring it was adopted. Total campaign completely integrated within 3 months, headline assets within 1 month. Due to the success of the campaign it was later adopted by MINI.
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UK Flagship store: Creative takeover.
Challenge
We were tasked with an open brief to revamp the creative displayed throughout the UK flagship store, in Park Lane, Mayfair, London.
Solution
We identified the core audience groups and shaped the creative around the desires + wants each of the segments responded to. With M Performance we highlighted performance features, with BMW Motorrad we conveyed adventure and with the premium GKL line we lead with experiential.
Result
The displays became a talking point and a backdrop used by the Park Lane customers, featured across multiple social media outlets. The striking displays were recognised and praised by BMW HQ, for the impact they created on their customer base.
Celebrating BMW History: CX.
Challenge
We were set an open creative brief to add to the customer pick-up experience of the flagship store in Park Lane, London. Customer pick-ups would take place in the underground car-park. The objective was to create more of an experience.
Solution
We proposed to celebrate the journey of BMW. At the time of creating this solution, BMW had recently just developed their brand identity and changed their logo we thought it was fitting with the BMW Global initiative. The concept was to celebrate the evolution of the brand, from it’s roots to where it is today making the consumer proud to be a BMW owner and feeling a part of the journey.
Result
Our concept was well-received, built and installed in the Park Lane pick-up showroom. Before, a customer would simply just pick-up their model and now… they are exposed to the evolution of the brand and feel a sense of partaking in the journey. The installation celebrates and educates on the history and has become a feature for customers to share on their instagram, serving as a backdrop to their new purchase.
