 |
|
 |
 |
|
| back to main page |
|
| AUTO BAVARIA |
|
| With Auto Bavaria, the objective was to strengthen Auto Bavaria’s status as the country’s preferred BMW dealer. The enrichment strategy was to take advantage of Auto Bavaria’s strengths, which was its wide network, 16-year heritage, and exclusive value-added privileges for members. Execution included the use of relevant messages for the right media – KLCC tunnel for big brand effect; testimonial approach in press/print; exciting model range for billboards. Though Auto Bavaria was 2nd to Mercedes when we started with poor 2nd hand value, our communication repositioned Auto Bavaria BMW as trendy and smart for the go-getter. We pioneered TV sponsorships with Detik Niaga on TV3; radio sponsorships and panel ads, and also pioneered outdoor advertising with directional signs – the first car brand to do it in a strategic fashion. |
|
|
| BMW |
| Media: TV, national newspaper, radio, internet, event, billboard,
bunting, DM, EDM |
| Attractive financing schemes were introduced and marketed aggressively which made BMW accessible to many. Used Car Fairs were organized in a concerted manner that increased the 2nd hand value of BMW. As a result, Auto Bavaria experienced an increased brand awareness of 12%, dealer satisfaction by 14% and product satisfaction by 6.5% (Source: Asian Image Study) |
| top |
|
|
 |
 |
| |
 |
|
|
