BMW Financial Services has a clear brand “voice” (sophisticated, customer-focused, authentic). So we had to make sure that every BMW FS promotional piece spoke to those qualities. We created a new “Customer Retention Kit” microsite for dealers; wrote and designed monthly ads for the BMW customer magazine, “Roundel”; scripted a series of videos featuring diverse products; and produced calendars that reminded dealers of the BMW FS products each month. The consistency and clarity of our approach helped raise sales of their financial and insurance products for each of the past four years.