Cannes Lions

BMW 7 SERIES DIESEL

DVN, Gent / BMW / 2003

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Overview

Description

A teasing mailing that lifts a corner of the veil of the new BMW 7 Series diesel.Concept: the way from A to B. All the features of the new car (design, motor, safety systems … ) are described and embellished with a personal, signed and well-reasoned view of an (un)known person on the way from A to B in the new BMW 7 Series. The ultimate goal is to elicit a test drive with the car as soon as it is available.Call to action: Ask for more information on the BMW 7 Series diesel. Later on the respondent will receive an invitation to a test drive.Request to draw a personal view on the way from A to B.The mailing is followed by a conversation over the telephone. This phone call qualifies the respondent for the VIP test drive or a test drive at the local dealership.

Outcome

• Surprising: 1.87% (78 people) sent back a reply card with a personal drawing of A to B. Some of these drawings were highly original.• 3.40% asked for a test drive.• the number of spontaneous requests directly to the dealer was markedly higher than in normal campaigns.• the dealers judged it was a very original mailing that incited reading and interaction.

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