Change Serviceplan, part of Group One, in collaboration with Media Ready, created the latest campaign for BMW Aftersales, whose overarching theme is time. The “Rewind Time” campaign aims to showcase the unmatched quality and service of authorized BMW service centers, as well as the BMW Assistance service.
Service seen from the inside
Vehicle damage is usually associated with many tedious procedures, such as having to order and replace parts or have repairs done by professionals. With any breakdown, the driver can only dream of rewinding time.
The latest advertising spot, for which creative, production, and communication strategy were handled by agency Change Serviceplan in cooperation with Media Ready, focuses on the craftsmanship of specialists at authorized BMW service centers. The campaign aims to show their commitment, experience, reliability, and precision. Attention to every detail at every stage of work matters here, resulting in a repaired car that looks as if nothing had ever happened.
In the latest campaign, we present both the comprehensiveness and the unique quality of car servicing at authorized dealerships. Beyond the image aspect, the campaign aims to build awareness of the unique BMW Assistance service. The vehicle owner entrusts the entire process to our specialists, from the moment damage occurs until picking up the car repaired at the dealership. Thanks to BMW Assistance, they are guaranteed restoration of the vehicle’s ideal technical condition and preservation of the warranty. An additional benefit that cannot be priced is, of course, comfort. You only need to report the damage by phone, and we take care of everything else. - says Joanna Ogórek, Aftersales Marketing Coordinator, BMW Group Polska After-sales services are usually treated by customers strictly tactically, which makes their campaigns look rather generic. Service offerings only appear to be an absolutely uninteresting topic, so we decided to present them from a side the consumer never experiences—from the inside. Few people realize how much craftsmanship passion and experience of service masters a car repair requires. Even now, when premium brand cars are so technologically advanced, the quality of the service ultimately depends on people. To show this in the most authentic way possible, our spot features real employees—masters of authorized BMW service centers. - adds Artur Kępa, Senior Account Manager Change/Serviceplan
The director of the spot available online and on social media is Rafał Górski, with cinematography by Paweł Kucharczyk.
[embed]https://www.youtube.com/watch?v=m4Ad70g3l-E&feature=youtu.be[/embed]
Authenticity and a new communication hub
Along with the campaign, a website was created: bmwaftersales.pl, which presents the body and paint service in an interesting and accessible way. Soon, this site will become the communication HUB for all BMW after-sales services in Poland.
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Summary
The “Rewind Time” campaign by BMW Aftersales shows the behind-the-scenes work of authorized service centers, emphasizing authenticity—the spot features real dealership masters. It was created by agencies Change Serviceplan and Media Ready, and its goal is to build awareness of the BMW Assistance service, which provides owners with comfort and restoration of the vehicle’s ideal technical condition. The accompanying website bmwaftersales.pl is set to become a communication hub for BMW after-sales services in Poland.
