Gurgaon, 14 April 2015: Unveiling a completely new approach to financial products and services, BMW Financial Services India has launched a strategic campaign ‘Half is not Full’ to reinvent the customer connect.
Finance products are considered dry and complicated topics at large. As a usual practice, customers start considering financial solutions only after the vehicle has been chosen. It is after this stage that one starts considering various payment modes, loan options, add-on services etc.
‘Half is not Full’ campaign breaks away from this existing perception about financial products and services and draws attention to the importance of offering solutions that can be comprehended effortlessly. It emphasizes the need of a complete brand experience and seamless service quality.
BMW Financial Services India provides end-to-end automotive financial solutions which are significantly valuable to the premium clientele who require exclusive and flexible options. BMW Financial Services India took up the task to simplify communication on financial products and services and turn it into attractive and easy-to-understand information. The ‘Half is not Full’ campaign has been designed to generate customer interest and sustain it throughout each stage of the purchase process.
Commenting on the successful launch of the campaign, Dr. Stefan Schlipf, Managing Director, BMW Financial Services India, said, “BMW Financial Services India is dedicated to provide a ‘complete brand experience’ to its customers, be it in terms of tactical delivery of products and services or service quality. We understand the need to offer transparent financial solutions that can be easily understood by all our customers. The ‘Half is not Full’ campaign has struck a chord with customers as it highlights product substance while bringing the subject of financial products to the fore in a very simple manner.”
The starting point of the ‘Half is not Full’ campaign was the creation of three exciting videos that were unveiled exclusively on social media in a phased manner. The videos are conceptualized on personal milestones in a couple’s life – ‘The Proposal’, ‘The Marriage’ and ‘The Birthday’. Each video narrates a couple’s emotional experience during these events which remains incomplete due to a certain ‘twist in the tale’. Starting on an engaging note, the videos subtly create curiosity but end on a comical note.
As a leading provider of finance products and services, BMW Financial Services India ensures a ‘Complete Brand Experience’ for all its customers. The idea behind ending the videos on an ‘incomplete note’ was to highlight that customers should not settle for an incomplete experience when it comes to purchasing their dream car.
In the second phase, BMW Financial Services India released a unique video on ‘BMW Roadside Assistance’. Created in stop-motion technique, the video explains the benefits of BMW Roadside Assistance and successfully conveys the message through appealing visuals in a totally uncomplicated manner.
Utilising the first two phases to create substantial customer interest, the third phase of ‘Half is not Full’ campaign aims at providing direct information about BMW Financial Services India products and services. Here, BMW Financial Services India has completely reinvented the wheel, by redesigning the entire line of communication. Brochures have been simplified by maximising interesting graphics with minimal text. Use of any complex financial terminologies has been terminated all-together.
The fourth and the last phase of the ‘Half is not Full’ campaign aims at facilitating customer interest into a final purchase. Various tactical offers are digitally presented to customers while addressing any concerns about the ‘usual small print’. Specially trained ‘Finance Consultants’ assist customers with the entire range of products and services offered by BMW Financial Services India. These services are available throughout BMW India’s network of 39 dealerships.
BMW Financial Services India is a 100% subsidiary of the BMW Group and is headquartered in Gurgaon (National Capital Region). Till date, BMW Group has invested 5.3 billion Indian Rupees (US $ 106 million) in BMW Financial Services India.
BMW Financial Services India operates with three business lines: Retail Finance, Commercial Finance and Insurance Solutions (as corporate agents). The services offered through BMW Financial Services are significantly valuable to the premium clientele who require exclusive and flexible financial solutions. Service excellence is the primary focus of operations across all business lines.
BMW Financial Services India offers solutions for retail automobile financing for BMW customers and multi make customers, financing for fleet owners and commercial financing for BMW dealerships and multi-make dealerships. Commercial finance solutions offered to BMW India dealerships further strengthen operations in the country and reinforce the BMW brand. BMW Financial Services India also offers BMW Lease for individuals and corporate customers. BMW Financial Services offers insurance solutions (as corporate agents) to its customers through its cooperation partner in India.