BMW Financial Services

BMW is famed for its high-quality, high-impact advertising. So its financial services arm could afford to deliver nothing less when it was producing its own press advertising.

The challenge was to deliver the BMW Financial Services brand in the form of press advertising, designed to promote its car finance and insurance solutions.

The Proctors response
An in-depth understanding of the brand - allied to an in-depth understanding of target audiences and the heavily regulated nature of financial advertising - were our greatest assets in the delivery of this work.

The outcome was a series of adverts adhering very closely to the 'strong words spoken softly' flavour of BMW branding. We especially wanted to express the notion that, for a BMW owner, choosing BMW as their financial services provider was the only logical option. As an example, the motor insurance advert featured an image of a contended-looking customer, looking straight into camera, alongside the line:

“Motor insurance? BMW, of course.”