BMW Belux, in collaboration with its agency The Marcom Engine—a strategic partnership between Serviceplan, .Monks, and Berylls—is launching the BMW Joy Deals campaign. This tactical campaign, tied to the Brussels Motor Show, highlights exclusive offers across a wide range of BMW models.

Through this campaign, BMW models are showcased as the ultimate driving companions, designed to deliver moments of pure joy and unforgettable pleasure.

With BMW Joy Deals, driving enthusiasts will be captivated by exceptional technology and exclusive discounts tailored to their passions and lifestyles—whether it’s elegance, sportiness, or the thrill of electric driving.

Kicking off on December 16, The Marcom Engine has developed an integrated communication strategy, combining online and offline touchpoints. Alongside SoMe formats, native advertising, and banners, the campaign will also feature outdoor advertising, print, and radio. On the website, key models are grouped by “Joy” categories, and email campaigns are fully personalized based on recipients’ “Joy” interests.

In addition to national and dealer-specific mailings, tailored POS materials and digital tools are being deployed to ensure a powerful launch of BMW Joy Deals across the dealer network.