After a multi-stage pitch, BMW awarded its global account for the area of Aftersales to Serviceplan Campaign. The global win also impacts the Middle East & North Africa region.
The focus of the new collaboration will be the development of an overarching umbrella idea that fits in with the very heterogeneous Aftersales portfolio.
Serviceplan will be responsible for preparing a holistic, integrated, target-group-focussed and emotionalizing campaign concept that is provided across all markets and media in the form of a modular system for implementation and specific adaptation.
Specific tasks for the team around the Managing Directors Till Hohmann – Creative Managing Director at Serviceplan Campaign and Florian Strauss (consultancy) will include support with drafting the communication strategy and with the preparation of all advertising media.
“We are very proud to have won over the customer with our global and innovative approach from the target groups. We support the driver through life in the area of Aftersales – whether he needs new winter tyres, a spare light bulb or a service package. The topics of individualisation and digitisation will play an important role in our work in order to offer the customer a convincing Aftersales experience,” said Mr Hohmann.
On the customer side, Dr. Mark Leach, Global Head of Aftersales Communication at BMW & MINI, will be responsible for the account.