BMW simplifies 'customer connect' through an innovative social media campaign

  • Apr 15, 2015
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The financial arm of the luxury carmaker in India has launched a strategic campaign 'Half is not Full' to reinvent its customer connect

Stefan Schlipf, Managing Director, BMW Financial Services, India

Customers usually start considering financial solutions after they zero down on a particular vehicle. To break away from this existing perception, BMW Financial Services India, has launched the ‘Half is not Full’ campaign. Through this campaign, the luxury carmaker has tried to draw attention to the importance of offering solutions that can be comprehended effortlessly. It also emphasises the need of a complete brand experience and seamless service quality.

BMW Financial Services India provides end-to-end automotive financial solutions to its clientele. The financial arm of the luxury carmaker has undertaken the to simplify communication on financial products and services and turn it into attractive and easy-to-understand information. The ‘Half is not Full’ campaign has been designed to generate customer interest and sustain it throughout each stage of the purchase process, states the company.

Commenting on the launch of the campaign, Stefan Schlipf, Managing Director, BMW Financial Services India, said, “BMW Financial Services India is dedicated to provide a ‘complete brand experience’ to its customers, be it in terms of tactical delivery of products and services or service quality. We understand the need to offer transparent financial solutions that can be easily understood by all our customers. The ‘Half is not Full’ campaign has struck a chord with customers as it highlights product substance while bringing the subject of financial products to the fore in a very simple manner.”

The company has conceptualised three videos which are based on the personal milestone in a couple’s life – ‘The Proposal’, ‘The Marriage’ and ‘The Birthday’. The storyline of the video depicts a couple’s emotional experience during these events which remains incomplete due to a certain ‘twist in the tale’. Each video ends on an incomplete note and the idea behind it is to highlight that customers should not settle for an incomplete experience when it comes to purchasing their dream car.

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