BMW

The Brief

Our original task was to create a social media campaign that would call out the benefits for SMEs to invest in the BMW fleet services. But how do you take a premium brand like BMW and apply fleet service offerings to the social feeds of Facebook and Instagram? We couldn’t just make posts about payment plans for a luxury line of cars. So we didn’t. 

We needed to know more about this offering, more about the benefits, more about the people looking for this kind of partnership. Small and Medium Enterprise owners – the proposed target market.  

We did a deep dive into the SME market: who are they, what are their needs for fleet service, what do they want from this kind of partnership, why would they want / or need a BMW and the status it brings over any other offering.

Through our in-depth interviews, surveys, qualitative and quantitative research into SMEs, general trends on buying, owning and business-use of luxury cars in the fleet sector, rental versus management, global trends and scrutinising competitor analysis, we provided BMW with a complete strategic business solution that would ultimately change their commercial model.

They wanted to sell fleet management on social media, what they got was so much more. So you won’t see a Facebook campaign page or ad, because we didn’t do one. The research we did was so well received that they are reassessing their entire offering.