BMW Financial Services provides a range of finance packages and insurance products to BMW drivers in the UK. Our initial challenge, set three years ago, was to redesign and rewrite a suite of literature that sold its entire range of products, creating a look and feel for the respective brands that could be translated across brochures, advertising, direct mail and point of sale.
For BMW, the key aspect was to communicate an understated, yet clearly confident, tone in both design and copy. We achieved this by mixing imagery of people and cars, maintaining a minimalist, clean look which allowed the sentiment of the words to speak strongly whilst being presented softly.
Throughout the literature, colour-coding was used to indicate whether the product was available to personal customers, business customers or both. And a generic ‘silver’ look was given to any sections which focused on BMW Financial Services as an organisation.
Our success in establishing this distinctive brand lead to us being given the position of lead agency in the development of an entirely new concept in the UK motor industry – BMW Personal Finance. Through this new venture, BMW offered personal finance products (a credit card, savings product, insurance, etc.) to the consumer market, each embodying the essential qualities of the BMW brand itself.
It was a tremendous honour for us to be given this task, and one to which we’ve responded with a range of communications that marry our knowledge of financial services and the BMW brand in a very distinctive way.
