BMW Zitta Perchtoldsdorf
Raising brand awareness
CONEXTRU
Summary
BMW Zitta Perchtoldsdorf wanted to refresh their brand with modern video content, initially considering a release video for new car models to attract customers.
However, recognizing the greater revenue potential in service-related offerings, they opted to promote their repair shop and services. Dissatisfied with BMW’s standardized video marketing, which failed to highlight local services, they collaborated on a commercial showcasing all aspects of their business, gaining significant attention as event sponsors rather than just as a BMW dealership.
This approach yielded authentic footage from staff, minimal disruption to operations, and successful delivery of the commercial in particular for the Starnacht am Neusiedlersee.
about the project
by Roman Pilgerstorfer
BMW Zitta Perchtoldsdorf
When BMW Zitta got in touch with us they simply wanted to update their brand via modern video work. Without a clear direction and not much context of the situation we first entertained the idea of shooting a release video for all new relevant models at the dealer which would attract customers. So we shot an example video for the BMW Grand Coupé 4, which was brand new at the time.
Since most money in the industry is not made by selling cars but with the services related to them, Zitta Perchtoldsdorf wanted to promote the repair shop and services which they offer rather then new car editions.
Pre Production
After a discovery meetup we found out that they sponsor various events and have plenty locations where they already display and publish videos, so an Idea was born. They were tired of the standard video solutions provided by the headquarters of BMW. These are top notch video productions but don’t say much at all. The main issue with standard video marketing by BMW was that they don’t showcase any local services of BMW Zitta Perchtoldsdorf, even that the local business is sponsor of the events.
So after some back and forth we came to the conclusion that we want to do a commercial which they could use on sponsored events such as the Starnacht am Neusiedlersee to gain attention for their business, not BMW overall.
For ZITTA it was essential that the commercial would showcase all facets of what the provide for their customers. Such as sales and car customization and the paint + repair shop. We decided to keep the content simple and the story telling visually, with an upbeat music track which would set the mood and make an attractive image of the location. So I got to work and put together a storyboard and list of shots which I wanted to be included in the final video.
Shooting
On spot I surprised most staff with my camera and equipment, and briefed them short and sweet of what I was about to do. So I asked them if they want to be included in the video. Being caught on spot, at work, some of them turned the request down whilst most happily agreed. This turned out to get us some awesome authentic shots from the crew, which everybody loved in the end. Also we managed to not interrupt any operations significantly through this run and gun process, which is always well favored by our clients.
Of course, when shooting a commercial there are almost always scenes included which need the whole crew and some staged shots. Like the ending shot or the ones with all people gathered in the office.
Post Production
The delivery turned out great right from the start and was ready to be displayed at the start of the event on two consecutive days. Having their own video produced gained Zitta Perchtoldsdorf a great deal of publicity as a sponsor instead of BMW as a brand in general.
You can watch the video in action on the top right on this page!
