The Oval Office excels in loyalty strategy for BMW Belux

The Oval Office is working with BMW Belux to further develop the best loyalty program in the automotive industry. BMW Excellence Club is the latest program in the brand’s loyalty range. It is a unique sales tool that builds emotional customer loyalty and opens up a world far beyond sheer driving pleasure.

Bespoke loyalty

The Oval Office launched the first BMW loyalty program targeting the upper segments in co-creation with BMW Belux in 2012. It soon became clear that the impact of once-in-a-lifetime experiences – which are central to BMW's loyalty programs – could not be underestimated. The loyalty offer was expanded to ensure future-oriented brand building and even better personal targeting. BMW Belux meets the needs and preferences of a segmented and demanding customer audience with various data-driven loyalty programs.

Over the years, this has resulted in a member base of more than 17,000 potential members and as many as 10,000 logged-in members. Data analysis is used to define target groups and create benefits, events and content that are fully tailored to their needs.

Until now, BMW drivers who are fond of luxury, design, gastronomy and so on can indulge in the highly successful loyalty program BMW Pure Emotions. Sporty drivers looking for excitement and kicks prefer BMW M League.

BMW Excellence Club is yet another specific BMW program for the owners of the highest performance models. Each program has its own DNA and unique offer. Members of BMW Excellence Club could learn to conquer an Austrian glacier on an epic Ice Drive Experience. Or enjoy dinner on the patio of Michelin star chef Lionel Rigolet's private residence on Veerse Meer. Or visit 3 Michelin star chef Tim Boury for a luxury dining package with a private driver.

"An event is successful each time we manage to surprise our members with a fantastic experience that isn’t accessible anywhere else. I know people who stick with BMW just for the access to the loyalty program. They don't get those benefits or unique experiences anywhere else. Then we know our mission is fufilled." - Guy Le Compte, Events Marketing Manager BMW Belux

The importance of loyalty cannot be emphasised enough. Strong customer loyalty is essential, particularly in a competitive market and slow-moving business in which consumers only purchase a new product every four or five years. The personal experience of a brand strengthens this customer loyalty. Creating exclusive stories and live experiences with emotional impact, based on empathy, is embedded in The Oval Office's DNA. That is why the communications agency goes way beyond creating a driving experience for BMW. It is about discovery, connecting with new people and places and foremost giving that sense of beyond driving pleasure to its BMW drivers. 

A recent satisfaction survey showed that the BMW loyalty programs achieved a score of 9.1 out of 10 among BMW drivers. Proof that BMW and The Oval Office's experience-driven, customer-tailored loyalty programs make all the difference in terms of brand satisfaction and customer loyalty. Today BMW is still a leading pioneer in this field with exceptional loyalty programs that go far beyond discounts and collecting points. Thanks to out-of-box concepts and unique partnerships, members get to experience moments that they could not have experienced any other way. 

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Press contact: sofie@theovaloffice.be