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BMW Original Parts Campaign

The Danger is Over Here!

Small change. Big Difference!

(Last Updated On: July 23, 2018)

THE PROBLEM

BMW drivers frequently choose independent service providers with counterfeit products because of the high-price image of BMW Original Parts (BOP), price sensitivity for older vehicle models, and customers’ overall ignorance of the benefits of original parts and the danger of the non-original parts.

THE TASK

Create a campaign that raises BMW Original Parts awareness, strengthens brand image, and most importantly: resonates in readers’ minds.

(Last Updated On: July 23, 2018)

THE STRATEGY

Build an out of the ordinary campaign that will entertain readers about a typically boring topic.Use every day rationale and thought-process to make an important point.

THE CAMPAIGN

The BMW Original Parts Campaign light-heartedly attacks the common consumer belief that since counterfeit products look the same they must perform the same. We use common metaphors in a witty way to send our message that products are not all created equally. In other words: Nothing will optimize your driving in a BMW car as an original BMW part.

Credits:

Creative / Design: Serviceplan ME
Image Creation / CGI : Hive Group 
CGI Creative director: Sameh Al Tawil

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