Schwarzkopf
Community building through loyalty
OVAL drives BMW’s loyalty strategy by managing the loyalty programs for the Events Marketing department and building exclusive communities and premium experiences. Through programs like BMW M League, BMW Pure Emotions, and BMW Excellence Club, OVAL creates tailored moments that immerse customers in driving, lifestyle, culture, and sport.
Beyond managing the loyalty programs, OVAL also delivers BMW’s large-scale flagship events, held every two years, such as Moments of Inspiration and BMW 360. In addition, OVAL regularly partners with BMW Corporate Communications to host a wide range of events, extending its impact across the broader BMW ecosystem.
26.000
members
+100
experiences per year
We create
Brand lovers.
“Through strong analysis and a genuine understanding of our audience, we’re able to consistently tap into their passions. When I hear that people stay with BMW specifically because of our loyalty program, it makes my day.”
Vincent Claes
| Client Director
