Our invitation had to stand out among all other invitations. The 2 core values of both brands ‘joy’ (BMW) and ‘fun’ (MINI) were combined in a matching concept. The transparent envelope and personalised wrapper around the silver box them open the mailing.

The press day was presented by previews designed like personalised Polaroid’s, thus presenting a perfect solution to communicate the programme without revealing the order of the different sessions.

We had a response rate of 36.5% on a target group of journalists from national and international magazines. Previously, BMW Group Belux had an average response rate of 15%. With this invitation we increased this rate by more than 143%. Some of the journalists even congratulated BMW on the original invitation.