Who is BMW
BMW needed a way to let the man on the street know that they offered exceptional fleet services for SMEs – With dedicated corporate sales executives able to curate a tailored payment plan of the perfect BMW for business owners.
What was the ask?
Our role in the business:
Our original ask 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 scrutinizing competitor analysis, we provided BMW with a complete strategic business solution that would ultimately change their commercial model.