BMW
Selected campaigns for BMW Romania
360 campaigns with digital focus, for which I provided Creative Direction.
BMW ConnectedDrive
Insight
In the fast paced world of today, there are many reasons to feel stressed.
From having to deal with too many tasks at the same time to having less time to prepare and enjoy the moments that matter. All this overload drains our energy and makes us wish for a helping hand.
Idea
BMW helps drivers worry less and enjoy life more with BMW ConnectedDrive, the digital helping hand that seamlessly integrates into the driving experience.
Solution
We promote each feature of BCD as the simplest solution to a real life stress factor.
From worrying whether you remembered to lock the door (of the car, in this case) to feeling anxious about new destinations where you don’t know where to eat; and from feeling concerned about parking on a back alley to just wishing to stay in your comfy chair and check the car remotely.
BMW Select - Operational Leasing Program
Insight
Most people don’t believe in a set destiny, but in their power to choose their road through their choices. They change jobs often, change careers, travel more frequently, for shorter times.
They might start a family or not. Grow their family or go through a separation.
Strategic thought
The future is open and unpredictable, but our customers are confident they can make the most out of it. So if so many things in their life change so often, why should their car stay the same?
BMW Select (the operational leasing program from BMW) gives customers freedom to choose more often: change the car to keep up with the changes in their lives, keep it or even return it.
Idea
Life is about possibilities and BMW Select helps you keep your options open so you can live more.
BMW TRADE-IN - CAR EXCHANGE PROGRAM
Insight
Buying a new BMW by trading-in a used car, outside of the buy back program, might be perceived as demeaning if communicated in relation to cost savings. Therefore, we communicated emotionally.
General concept
To drive a new BMW, consumers must pay first with commitment to the new BMW.
We do not communicate they will exchange their current car to cover part of the cost of the new car, but that they will have to part with their old car, as if were a person. It’s a test of maturity about leaving behind memories to move on to a new, higher and more exciting stage in their life.
The concept is adapted for each model, corresponding to different life stages. In each case, we face the consumers with a relateable situation, an answer they must give to move on in life. It’s more about what’s meaningful to them at that point than about the car.
BMW 3 Series
We are talking to a younger target. For them, love and finding the one to start a family is the most relevant concern. Therefore, we draw the parallel between cars and lovers. They had others before, they loved them, they are attached to the current one and maybe don’t think about changing it (especially if it’s a BMW), but a look at the new BMW 3 Series is enough to know that this is the one.
BMW 5 Series
We are talking to a middle-aged target. At this point in life their children might be leaving to study at University. Or they might go through a divorce. Or they might go through a change in a career. It’s the age of coming to terms with changes. We tell them we understand that saying good-bye is hard. But at least we make it easy to say good-bye to your current car, by giving them something more exciting to look forward to.
BMW 7 Series
We are talking to a mature target, affluent and accomplished professional. They have almost everything they want and at this point they want to find a higher meaning and purpose in their actions. We appeal to this inner yearning by telling things as they are: to get higher, you must give up what’s holding you down.
BMW 8 Series
Insight
The new BMW 8 Series is a supercar that exudes attraction with every line, but also a very expensive one. Customers need more than attraction to consider it.
Strategic thought
Inspire customers to find in them the reason they deserve the new BMW 8 series.
Idea
The new BMW 8 Series is the ultimate trophy you could give yourself to celebrate your achievements.
