BMW

// 2018-2020

RETAIL COMMUNICATION

Providing dealerships with marketing materials and valuable sales support

The Challenge

BMW, MINI and BMW Motorcycles thrive on the joy of driving but it’s individual dealerships that actually get them into the hands of petrolheads. It was our job to give dealers ways to not only advertise their products, but to stay in touch with their customers – as well as the marketing team from BMW Group.

The Solution

We created reusable assets and processes that made the workflow of producing newsletters, animated banners, and social media communication fast and sustainable, using our longstanding experience and passion for the brand to our advantage. But most importantly, the team went above and beyond to provide individual dealers with tailor-made keyvisuals that managed to stay affordable while accomodating seasonally updated marketing themes.

My Role

Art direction, UI design, compositing, motion design and video editing

Key visual creation

To provide dealerships with shots of the specific vehicles for their marketing materials, we had to improvise and combine off-the-shelf imagery with car renders taken from the official configurator software. Finding exciting angles and working around limitations, we got the most realisitc and striking visuals out of it.

Social media

With various different dealerships among our clients, there were vastly different marketing opportunities to accomodate to:

recontextualizing official materials
seasonal events
company-wide sales offers

UI / Newsletter layout design and dev handover

Over the course of three years I’ve designed the layout for the company’s “Marketingmail” emails, as well as separate newsletter templates for individual dealerships.

The main goals were:

compliance with all three BMW brands
ease of production through clear design templates
browser agnostic design and functionality
detailed handover to external developer teams
QA testing

Translating dynamic driving to video

Understanding the brand and its motion identity allowed me to remix the high quality video assets, infusing them with brand new massaging in exciting and powerful campaign spots.