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BMW Inchcape

Every inch.

A creative communication platform that let BMW Inchcape speak with one voice across eleven launches.

Client: BMW Inchcape
Year: 2023
Scope: Concept, strategy, social media, event, radio, print
Service: Creative marketing

Challenge

BMW dealerships are becoming increasingly similar. Inchcape wanted the difference to be felt in every customer touchpoint.

BMW Inchcape stands out from the competition with communication that goes beyond headquarters materials – always tailored to new launches, target groups and their expectations. In 2023 the dealer faced 11 model launches across three different market segments.

With the BMW dealer network becoming increasingly unified, Inchcape wanted to underline its edge even further: service quality and attention to customer experience at every stage of contact with the brand.

Idea

A car tailored to perfection. "Every inch."

What do a premium car dealer and a bespoke tailor have in common? In our view – everything, because in both cases the customer comes first. Delivering on that takes precision, innovation, creativity, personalisation, comfort and commitment – no compromises. That's exactly Inchcape's promise, which is why a claim built around the word "inch" answered the brief perfectly.

Just as important was the claim's versatility, given the sheer number of BMW models and Inchcape services. We built a modular structure: the H1 paired the claim with a chosen value tailored to the message, while the H2 carried a contextual statement expanding on that value. This let us reinterpret the same value – say, innovation – again and again, showing how Inchcape delivers it across different parts of the business.

Execution

The modular platform ran across social media, radio and print, always adapted to the latest launch or service. A separate chapter of the collaboration was organising BMW M Week, a highlight in any car fan's calendar: the most powerful models, launches, city test drives, track challenges and a scenic road trip. Our experience running large events helped us deliver and coordinate M Week end-to-end across three Polish cities – Poznań, Wrocław and Warsaw.

Working with Inchcape let us show the full range of our agency's capabilities – from strategy and social media, through event and process support, to banners, printed materials and branded gadgets. We also wrote radio ads and film scripts promoting the dealer's services and BMW's model line-up. Every inch of it.