BMW

Coordinate the highest sales period of the year

The Brussels Motor Show period is the peak of the year in terms of sales. Hence the amount of assets to be produced is enormous.

Case Study

Brief

Coordinate the production of all the assets for the biggest sales period of the year. In 4 months.

Your team will be spread between Argentina, Belgium, UK, Netherlands, Ukraine.

Approach

Working on such large production requires a healthy dose of both team work and structure.

We developed a system of production for the client.

Amongst other things the validation process is crucial on such a large project.

After we draw the strategic highlights of the campaign, we developed the following process:

Key Visual definition & validation;
Key Tagline definition & validation;
Alignment with after-sales and second-hand to avoid distorsion of campaign message in second-hand and after-sales campaign;
Modification of A-S & Second-Hand's messages to match as closely as possible with the key message of the sales campaign while being different. -> Keeping the purpose of the main campaign;
Build the digital ecosystem for production and validation;
Presentation and validation of all digital assets (2000) spread into 4 waves and 4 languages (NL; FR; EN; DE);
In parallel, production of large print materials (OOH);
While validating the print assets, we also worked on the physical booth theme and look and feel;
In between, we produced the local dealerships assets and delivered them;
In addition, we also coordinate the production of TV commercials and Radio commercials; as well as the delivery to media houses.
Finally, we produced all press assets for the 4 waves in 4 languages;
Alongside all these steps, we also constantly aligned with the client's teams in order to keep the consistency of the campaign.

Client

For the third year in a row, BMW Belux had ranked First volume seller on the market; high expectations and high quality of work was definitively needed to sustain the years long efforts.