BMW Financial Services India has rolled out a digital campaign themed ‘Half is not full’. Conceptualised by Troika, the campaign highlights the need for ‘complete financial solutions’.
Comprised of three films, the campaign takes a humorous look at the three important stages in a relationship: ‘proposal’, ‘marriage’ and ‘birthday’.
The ‘proposal’ (above) features a young man walking into a flower shop. He appears to purchase all kinds of flowers. It cuts to him outside a cafe, in which he is to meet his lady love. Seated nervously at her table, he asks her to close her eyes and goes down on one knee. At first onlookers in the cafe smile expecting a romantic proposal. But they soon begin to chuckle. The girl too seems perplexed when she opens her eyes. It is revealed that he has half a flower in his hand. The film fades to black as the brand delivers the message: ‘Half is not full. You deserve the complete experience’ before introducing BMW Financial Services.
The ‘marriage’ film features a groom at a Hindu ceremony stopping midway during the saath pheras around the holy fire, much to the amusement of onlookers and the bride.
The ‘birthday’ features as a young girl dressed up as a princess on her birthday, surrounded by kids, gifts, clowns and some grown-ups. When it’s time to cut the sake, it is revealed that there’s only one half of it, leading to disappointment all around.
Dr. Stefan Schlipf, managing director, BMW Financial Services India, said, “BMW Financial Services India is dedicated to provide a ‘complete brand experience’ to its customers, be it in terms of tactical delivery of products and services or service quality. We understand the need to offer transparent financial solutions that can be easily understood by all our customers. The ‘Half is not full’ campaign has struck a chord with customers as it highlights product substance while bringing the subject of financial products to the fore in a very simple manner.”