During the Motor Show, choosing BMW comes with total peace of mind thanks to Serviceplan

BMW Belux and The Marcom Engine, under the direction of Serviceplan Group, are launching a major campaign for the Brussels Motorshow 2026, the must-attend event for automotive brands. Under the signature “Choose, without compromise”, BMW Belux and Serviceplan focus on freedom of choice, peace of mind, and a premium experience, at the heart of a campaign that is both bold and strategically crafted.

The concept is rooted in a familiar reality: consumers face more choice overload than ever, both in daily life and when searching for a new car. Technologies, different engine types, countless options, and rapid innovations add extra pressure and stress. BMW aims to flip this trend. Instead of emphasizing complexity, the brand helps drivers regain clarity, serenity, and focus. “Choose, without compromise” fits perfectly within the BMW You Drive Your Life philosophy, where the driver is central and the car becomes a source of autonomy and joy, erasing any doubts.

The Brussels Motorshow campaign, developed by Serviceplan, is one of the most comprehensive 360° communication projects of the year, supported by an exceptional range of formats. A clean visual language serves as the common thread through impactful print ads, standout DOOH formats, banners and window stickers, as well as digital videos.

Radio also plays a key role in the campaign, with spots highlighting that unique satisfaction of realizing you made the right choice, while emphasizing the direct benefits of BMW’s Motor Show conditions.

Additionally, BMW is building a digital user experience that goes far beyond the duration of the event. The website and CRM strategy follow a carefully planned three-phase journey: sparking curiosity in December, maximizing activation during the Motor Show, and maintaining purchase intent in February.

The campaign is further enhanced by an innovative virtual visit: visitors take part in a digital treasure hunt to find AR keys that guide them from the online world to the BMW stand. The act of choosing thus becomes simpler, more interactive, and more playful.

At BMW Dealerships, the campaign is fully deployed. Showrooms are transformed into true experiential spaces, with visible activations, podiums, POS materials, stickers, and configuration zones that extend the spirit of the Motor Show and encourage customers to finalize their choice through a visit or test drive.

“The Motor Show is the most important moment of the automotive year, because it generates momentum that lasts for months,” explains Philippe Fass, Executive Creative Director at Serviceplan. “With ‘Choose, without compromise’, we emphasize the driver, not the technical specs. BMW offers serenity, clarity, and freedom in a world saturated with choices. Choosing BMW is the guarantee of true driving pleasure. Every choice for BMW is therefore the right choice.” 

With this campaign, BMW Belux not only strengthens its visibility during the Motor Show, but also reinforces its role as a premium, driver-centric brand. Thanks to the integrated approach of Serviceplan and Plan.Net, a seamless experience is created, in the street, online, by email, and at BMW Dealerships.

Credits

Agency: The Marcom Engine (Serviceplan Group)

Brand: BMW

Client: BMW Group Belux

Contact: Marielaure De Brauwer, Anne-Katrien van Pottelberge, Morgan Nguyen, Pascale Goudvis, Georges Pagalis, Lynn-Marie Junge

Account team: Talitha Wouters, Robbe Van Bavel, Davy Couscouras, Nathalie Vergught

Sound studio: Bubbles – Thomas Resimont

Strategic Director : Francesco Caccamese 

Creatieve Director : Philippe Fass 

Creative team : Kato Deca, Sander Van Den Broecke, Manuel Sarraf, Nathalie Strybos, Jan Denys

Studio: Michiel Jehoul, Bert Landeloos, Denis Roumegoux, Justine Depape

Digital Agency: Plan.Net (Serviceplan Group)

Digital Project Management & Webmastering: Elliot Delsart, Ellen Vanderstraeten

CRM Project Manager: Tobias Müller-Theis, Nabila Barlas

Digital Media Agency: Mediaplus (Serviceplan Group)

Media Planner: Sara Assi, Sonam Ceulemans

Offline Media Agency : dentsu

Media Planner : Houda Fettaka, Caroline Crispeels