¡ÚNETE!
Todos los campos son obligatorios… you know…
The pleasure of going in circles
bmw
INITIAL CHALLENGE
The context of the year 2022 was marked by the war in Ukraine and the supply crisis. Two events that created serious supply problems, including, of course, the vehicle market. This, paradoxically, provoked an opportunity: to prioritize brand building. Therefore, the challenge of 2022 was not to sell more but to redefine the meaning of BMW, giving it a relevant role for an increasingly ‘electric’ and ‘circular’ society.”
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STRATEGIC REFRAMING
We noticed that BMW was operating in a worn-out sector and was losing its aspirational appeal because the newer generations are more conscious of the social and environmental impact of their decisions, prioritizing freedom, autonomy, and enjoying life to the fullest.
To reconnect with today’s society, it was necessary to move from a product-centric approach to a more consumer-centric one, making the brand’s value proposition, enjoyment and aspirationalism relevant, highlighting, above all, the company’s enormous commitment to sustainability.
THE IDEA
THE PLEASURE OF GOING IN CIRCLES, a strategic plan based on three pillars of value contribution: TELLING, a communication plan to “enjoy learning,” focused on building greater brand awareness; ACTING, focused on demonstrating the brand’s commitment through actions; LIVING, focused on generating sensory and aspirational experiences that bring the brand to life.
IMPACT
BRAND PLAN RESTRUCTURING:
• Optimization of internal resources when managing projects.
– Greater consistency and connection between communication assets.
– Creation of a decision-making matrix to evaluate collaborations with criteria.
– Prioritisation and concentration of efforts in areas of affinity with the new consumer archetype.