Cannes Lions

BMW X3/BMW X5

DOTGLU, New York / BMW / 2008

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Overview

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Credits

Overview

Description

Back in 2000, the introduction of the first BMW X5 single-handedly created the SAV (Sports Activity Vehicle) niche for sporty, road-oriented luxury SUVs. However competitors entering the market threatened the X5 and saw to declining sales of the 2006 BMW X3 model. We needed to reposition the new 2007 X3 in order to re-invigorate sales and upsell the newly designed X5. BMW had to come up with a marketing approach that could convey all that was unique to the BMW X3 and X5, one that would reconcile two opposing ideas – performance and utility, and generate leads and sales.

Execution

To help educate hand-raisers and prospects, we created a full-colour, 44-page book that explains why “there’s nothing SUV” about the X3 and X5. The “SUV or SAV: How to spot the difference” direct-mail field guide cleverly explains BMW’s SAV concept. It’s also the first SAV family piece that BMW has ever produced for the US market. It highlights the unique advantages of the BMW SAV concept and how they benefit the driver. Although we contrast our SAVs with generic SUVs, we are very careful not to be negative toward SUVs.

Outcome

Over 15% of total sales after first six months can be attributed back to this direct mail piece.

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