BMW Design & Branding THE €186,73 FONT (LATEST CURRENCY EXCHANGE RATES) by Bcube Milan

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THE €186,73 FONT (LATEST CURRENCY EXCHANGE RATES)

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Industry Cars, Automotive products, services and accessories
Media Design & Branding
Market Italy
Agency Bcube Milan
Art Director Roberto Greco Giovanni Porro
Copywriter Enrico Pasquino
Photographer Davide Bellocchio
Account Supervisor Giansimone Graziosi
Released September 2011

Credits & Description

Category: Advertising Typography
Advertiser: BMW ITALY
Product/Service: BMW FINANCIAL SERVICE
Agency: BCUBE
Chief Executive Officer/Executive Creative Director: Francesco Bozza (BCube)
Client Creative Director: Bruno Vohwinkel (BCube)
Copywriter: Enrico Pasquino (BCube)
Art Director: Giovanni Greco (BCube)
Account Director: Edi Borrelli (BCube)
Account Supervisor: Giansimone Graziosi (BCube)
Marketing Manager: Marco Di Gregorio (BMW Italy)
Marketing Manager: Francesca Martignoni (BMW Italy)
Photographer: Davide Bellocchio
Media placement: Fonts & Lettering - Print & Mailing Materials - 1 September 2011

Describe the brief from the client
Create an international campaign to communicate the economic advantages of BMW Maintenance Programme.

Describe the challenges and key objectives
The BMW Maintenance Programme is a service offered in all countries of the world that enable a number of maintenance operations to be performed at a limited price. Unfortunately, in many countries the programme is not perceived to be economically advantageous.

The client asked us to create a communication that could be internationally exportable and that explains clearly and powerfully the benefits the service offers.

Describe how you arrived at the final design
We created a font by taking letters from real banknotes from a number of different countries, and forming a new alphabet. The letters were then put together to compose the name of the service.

Give some indication of how successful the outcome was in the market
Our solution fully satisfied the client's request for a communication regarding savings and a service that could be personalised in different countries. Furthermore, the campaign fell within cost-cutting measures given that we created a font without involving a typographer. Everything that we saved has been invested in the 'sacrificed' banknotes. The total cost? As of now, €186.73. A remarkably economic solution that is perfectly in keeping with the message of the communication.