Promote BMW Cold Weather Tires to current BMW owners and communicate how they maintain BMW standards of performance, even in challenging winter driving conditions. Then drive BMW owners (no pun intended) to BMW retailers to purchase BMW Cold Weather Tire packages.

We wanted to ensure that the piece was entertaining and engaging from the moment the customer opened it, to the time they spent looking at what was inside. This was accomplished with a perforated pull-tab that mimicked a BMW driving and cornering effortlessly through snow. It was a smart, simple and interactive design that clearly demonstrated the key benefit of BMW Cold Weather Tires and also served as the opening of the piece. Inside, the customer would find information that was pertinent to them as well as helpful facts and tips, such as the right time to install BMW Cold Weather Tires.

Projected sales objectives for the piece was a 1 – 5% increase over last year. The results to date (as of March 1, 2012) are simply astounding: • 9% increase in sales over 2009/2010.

• $1,062,000 increase in sales over 2009/2010.• Total Cost of program: $86,340 (34,000 pieces).• Total Cost per piece: $2.54.• Total Increase in Sales per piece: $31.24.

• A 1200% return on investment.• As you might imagine, the clients are ‘overjoyed’.