Project Overview

BMW has a network of over 40 BMW Certified Collision Repair Centres (CCRCs) across Canada. Using advanced technologies, BMW trained specialists, and guaranteed work, they make sure that BMW owners’ automobiles are restored to their original factory safety specifications.

The campaign’s tagline “Don’t just repair. Restore.” embodies the idea that your BMW automobile isn’t just a mode of transportation; it’s so much more important than that, and you want your car back exactly as it was before the accident.

BMW CCRC Identity

The newly created program needed everything from a logo all the way to an owner’s pack with certificate authenticating the CCRC’s work on the client’s car. Taking cues from the BMW logo while still creating something unique, the emphasis was placed on “Certified” because it encapsulated the elements that make this an important offering to all BMW owners.

Rich Media Campaign

Starting as a traditional banner on various targeted websites, on click/tap the banner transformed into a virtual service showcase, highlighting the benefits of a CCRC by way of touch points floating over the car. The user could also rotate the car to gain access to new points of interest. On click/tap these points expanded to give the user more detailed information.

Email Layout Example and Direct Mail with Card

To further the new CCRC initiative, a banner and email campaign was conceptualized, along with collateral necessary for clients to take advantage of the new CCRCs via direct mail and temporary member card.

BMW CCRC Responsive Website (Shown in Mobile state)

All interactive campaigns drove traffic to the newly created CCRC information site. This was created responsively, as data showed that often it wasn’t until an accident had occurred that clients sought out their local CCRC, so having the site accessible by phone was important.