Partridge of Hampshire BMW | Driving Force
Partridge BMW of Hampshire’s first TV advert is a driving force for excellence
Partridge BMW of Hampshire is the UK's largest supplier of BMWs and this includes the second-hand market, which has suffered more demand than supply in recent years. The franchise wanted to be able to show their scale and range of available vehicles, reminding existing customers to talk to them about upgrading their vehicles whilst bringing new customers into the showroom.
They are rightly very proud of their team, their outstanding expertise and the excellence of their customer care. As an independent dealer, they operate a very personal friendly approach and are very flexible. This is a very picturesque part of Hampshire so we were delighted to win a competitive pitch to create Patridge BMW’s first ever TV advert and really cement their reputation as the driving force of excellence.
The aim of this campaign was to increase their profile as the place to go to buy a new or used BMW within Hampshire and the surrounding areas by building customer confidence and showcasing their substantial range of stock. They also wanted to highlight the excellence of their customer service but were reluctant to use actors and unable to close the showroom or garage for filming as well as not wanting to feature any staff directly.
The clever solution we came up with was to work with one of the sales reps who showed us the inside of a vehicle and to ensure that there were enough team members in the background that the garage still had a human touch.
The advert was due to run on Sky Adsmart which is a targeted broadcast solution and ensures the target audience is more likely to see the work. We successfully cleared the ad through Clear Cast requirements and assisted in managing a smooth approval and dispatch process.
We presented 5 creative concepts to Patridge BMW, and the route which was chosen was “Driving Force” which showcases the elegance and sleek luxury of two of the newest members of their fleet, the X3 20d M Sport and the electric i4 M50. We created a montage of exquisite aerial shots working with our favourite drone pilot, Carney as well as some tracking shows from another car. Filming very early on a Sunday morning in Winchester allowed us to work relatively undisturbed and gave us better access to the city centre. The beautifully polished new car exteriors and interiors are interspersed with shots showing the size of their operation and the large fleet of used cars. We also managed to spend several hours filming inside the showroom.
Editing and grading internally, we worked to create a beautiful, slick-looking film. The audio mix is a smooth, modern atmospheric track which progressively builds and allows us to cut seamlessly between our chosen vehicles and the script is delivered with velvety grace by our female voice-over artist. We worked closely with BMW’s brand guidelines to ensure the final film also adhered to their global brand guidelines and was on brand and of the highest standards.
“This video is amazing! Huge well done to the team. Thank you for your hard work bringing this together and creating an advert we are over the moon with it “
— Kellie Good, Partridge of Hampshire BMW
