The overall objective is to keep the BMW driver ‘in the family’ by presenting them a range of smart solutions towards the end of their contract period of their current model, options that enable them to get into their next BMW in a way that is

financially advantageous for them.

The package is sent to the owner 12 months before the expiry date of their current contract to start the process. Both the brochure and the accompanying key-like USB provide detail around all of the options available to them, as well as outlining the next steps in the ‘recommitment’ process via a direct link to the site.

The execution directly leveraged off the desired outcome of the programme – to get current drivers to recommit to staying with the BMW brand with the choice of their next vehicle.

This was brought to life in every aspect of the overall idea – physically, the jewellery box packaging and the ring inside; through to the ‘commitment-driven’ direction of the headlines, body copy and call to action.

The intelligent and premium essence of the piece was perfectly tailored for the intended audience of discerning, articulate, high-end executives who demand the best, and reward brands that respect this.

The project was initiated in May 2014, and was executed across the remainder of 2014, with implementation commencing early in 2015 across the whole of Australia. To date, the campaign has run as planned – aside from the need to execute an additional print run 3-months after the initial order due to high demand!

The nature of the piece makes the measurement of the results difficult at this early stage.

1. The piece has only recently been activated, with the initial mailout commencing in January

2. The very nature of the communication itself – ie it is a piece that is sent to the owner a full 12 months prior to the need for them to renew their contract and take any action, means there is a lack of immediate ‘urgency’ to act.

3. The despatch is staggered to match up with the exact 12-month date of the contract renewal date of the owner. So this is not a ‘mass’ despatch piece.

However, the initial contract renewal rate in the first 2 months of 4% is above the client expectations, and in excess of programs of a similar nature that they have executed in recent times.