Challenge
• BMW Financial Services products are often introduced to new car buyers when they arrive to take delivery of their new purchased or leased vehicle.
• The process of finalizing a sale and payment is referred to as being, “in the box.”
• This feeling of being “boxed” in leads most to overlook many of the promotions and offers.
• The process of finalizing a sale and payment is referred to as being, “in the box.”
• This feeling of being “boxed” in leads most to overlook many of the promotions and offers.
Solution
BMW Financial Services will use this opportunity to communicate with the buyer on behalf of the brand. The new "Beyond the Drive™, Before the Drive" campaign mobile app experience will show how the value of BMW FS goes beyond the rate and to unhide unseen benefits.
Main Objectives
Remove the feeling of being “in the box”
Engage buyer's earlier in their BMW FS experience
Promote unseen benefits of membership
Engage buyer's earlier in their BMW FS experience
Promote unseen benefits of membership
Final Visual Designs
Insight
• Buyers are less receptive "in the box" – paperwork and presentation of other offerings stands between buyers and their new, ready-to-drive cars.
• This leads to impatient, disengaged buyers who are less likely to utilize these opportunities.
• Analogy: It is early Christmas morning, you are 7 years old, and your parents make you wait at the top of the stairs before opening presents.
• This leads to impatient, disengaged buyers who are less likely to utilize these opportunities.
• Analogy: It is early Christmas morning, you are 7 years old, and your parents make you wait at the top of the stairs before opening presents.
Business Goal
• Engagement with BMW Financial Services products correlates positively with retention. Each 1% retained has a $1.2M effect on revenue.
• Our goal is to encourage this behavior early in the consumer’s BMW FS experience (at possession, i.e. upon order).
• Our strategy includes targeted incentives and special programs, but we must ensure that every interaction with the BMW FS brand feels special and not-to-be-missed.
• Our goal is to encourage this behavior early in the consumer’s BMW FS experience (at possession, i.e. upon order).
• Our strategy includes targeted incentives and special programs, but we must ensure that every interaction with the BMW FS brand feels special and not-to-be-missed.
Campaign / Experience Idea
• Beyond the Drive™ is a loyalization campaign, articulating the “holistically premium experience BMW Financial Services offers at every touch point and milestone of the ownership experience.”
• Over the 6-week period, BMW FS will communicate with buyers on the status of their car, and provide product information and services for consideration before the car’s delivery.
• Value Exchange: helpful, entertaining, informative, useful
• Over the 6-week period, BMW FS will communicate with buyers on the status of their car, and provide product information and services for consideration before the car’s delivery.
• Value Exchange: helpful, entertaining, informative, useful
Final Visual Designs
