During my time at Serviceplan MiddleEast, I created a lot of print and billboard executions for BMW Group. Here are some of my favourites.
SERVICE INCLUSIVE
The Problem: Customers were declining to purchase Service Included, viewing it as unnecessary.
The Solution: We positioned it as being a kind of luxury, the satisfaction that comes from knowing everything is taken care of. We then evoked that feeling of satisfaction with a tactile element.
The Contribution: Strategy, Concept development, Copywriting
The Agency: Serviceplan Middle East (Dubai)
This was the second execution for the same campaign pitch. Here we played on the behavioural psychology surrounding the colour blue.
ORIGINAL PARTS
The Problem: BMW customers were turning to non-approved dealers to do their repairs and secure their parts.
The Solution: We needed to emphasise that while the difference seemed minimal, the consequences would be drastic.
The Contribution: Strategy, Concept Creation, Copywriting
The Agency: Serviceplan Middle East (Dubai)
MAGAZINE PRINTS
The Problem: BMW had a relevancy issue.
The Solution: We placed ads in different magazines, tailoring the brand to each community.
The Contribution: Strategy, Concept development, Copywriting
The Agency: Serviceplan Middle East (Dubai)
For a photography publication.
For a fashion magazine.
RAMADAN SALES
The Problem: It’s customary in Dubai for their to be Ramadan sales.
The Solution: We framed our deals as being part of the season of generosity, a kindness for our customers.
The Contribution: Strategy, Concept development, Copywriting
The Agency: Serviceplan Middle East (Dubai)
WOMEN’S CAMPAIGN
The Problem: Rolls Royce wanted to increase the number of women customers in a region where men are usually the purchasers.
The Solution: We emphasised the femininity of the car and framed it as a luxury gift.
The Contribution: Strategy, Concept development, Copywriting
The Agency: Serviceplan Middle East (Dubai)
MINI Leasing programme.
The Problem: Dubai is a fairly transitory place for many people and so they might be reluctant to purchase a car.
The Solution: We emphasised the ease of leasing by referencing a Beyoncé song about commitment.
The Contribution: Strategy, Concept development, Copywriting
The Agency: Serviceplan Middle East (Dubai)
