Wearnes Autohaus is a premium BMW automobile dealership, located here in the Klang Valley. The Creative Paramedics were invited to pitch for one of their events; a sales event that was to focus on selling their showcase and demo BMW vehicles, which would be sold at a more affordable rate.
We had two tasks ahead of us: to create awareness and traffic for the demo car sales event, as well as propose an effective communication mix and creative strategy.
Our target audience would be very similar to the usual BMW-purchasing suspects. They are mostly affluent urban males, aged 30 and up, who already appreciate the BMW brand or are planning to purchase a car soon.
Our creative strategy was to lift Wearnes’s status as a dealership to a higher class, likening it with other exclusive clubs within the automobile circuit. It’s exclusive, welcoming, classy, cool, and personalised. However, the main draw would always be the fact that a BMW is a priceless investment, much like a collectible.
Key visual – post card (front)
Key visual – post card (back)
Just as how you wouldn’t buy a collectible for a dollar store, purchasing a BMW isn’t something you’d just buy anywhere. You want an expert who is equally, if not more passionate about these cars; someone who can offer you more than just what you paid for.
Out concept uses this as an anchor, with the headline, “Add This To Your Collection”. The visuals also play on the fact that the vehicles up for sale were demonstrator and showcase units.
Our communication mix would include magazine ads, newspaper inserts, buntings, banners, wobblers, online and mobile advertising, as well as geo-targeted SMS.
Time-sensitive offer – card. To prompt the people who are interested in BMW to attend the event.
Chauffer Service, giving free rides to the show room and back.
Seeing as geography plays such an important role, we also proposed on-ground activities. A time-sensitive offer would entitle interested BMW owners to visit the showroom within the hour to get an additional discount on their BMW demo car purchase.
Another activity would be to offer a chauffeur service to the event, for those who have registered an interest. This service would reflect well on Wearnes premium image, giving them a better service experience than at most dealers.
And of course, our on-ground activation also would include mail drops and card drops in and around the neighbourhoods of Segambut, Sri Hartamas and Mont Kiara. This would be prime ground to entice interested car owners, at they’re within close proximity to the Wearnes showroom.