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Pitch - BMW Finance - Beijing

Pitch - BMW Finance - Beijing

BMW

The Brief

BMW Financial Services (Beijing) invited us to pitch for their integrated marketing account.

In a relatively new but rapidly expanding Financial Services marketplace, they were keen to achieve an ambitious growth in the rate of purchase of BMW Finance products across mainland China. This would involve increasing awareness of the products available and overcoming the barriers to purchase.

Having previously used local design agencies to deliver marketing materials across all channels, the team were keen to bring in some fresh creative thinking and 360 degree approach to campaign concepts.

Watch the table in action

BMW

The Solution

We took a strategic approach to the brief, focusing on gaining a solid understanding of the range of target audiences, their needs and feelings about car purchasing and credit.

We used our significant experience with automotive finance in the UK and our understanding of the Chinese luxury purchaser profiles from our regular property exhibitions in the region.

Next, we identified a range of creative campaign concepts designed to help create behaviour change to the mind-set of the car buyer and the car buyer’s influencers. We demonstrated how these could be deployed in an integrated campaign across print, digital and dealer networks for both Mini and BMW purchasers.

BMW

The Highlights

The client team were most impressed with some of our more ambitious digital innovation ideas, such as the interactive table-top product selector that brings the traditional dealership environment to life. The idea that potential purchasers could "bump" their phone to personalise LED displays on their chosen vehicle using Android Beam technology was also appealing.

BMW