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