Build excitement amongst our target around the creation of a new automotive category in Canada.Develop a database of prospective BMW X3 owners prior to launch.

With this campaign alone we generated double the number of qualified leads for our dealers than the entire first year sales target. We also created substantial PR within the marketing and media press in Canada (a good measure of the ‘excitement factor’).

The creative material combined helpful editorial with breath-taking shots of the scenery and the new vehicle. Within one execution, “Ultimate Drives” provided our target with a tangible benefit –assistance with their leisure-time planning. Excitement was built around the launch of the BMW X3. We captured prospect names and started a relationship with the entrants of our exclusive competition. We were also able to communicate some of the complex beneficial features of the X3 (e.g. X-Drive).

The pocket-sized guide was polybagged in key magazines - Maclean’s, L’Actualité and Canadian Business. The program was so successful, extra copies were printed for use in several other channels, including: national and regional newspapers across Canada, BMW’s network of dealerships and the 2004 Canadian International AutoShow.

Our analysis of syndicated and proprietary research on the lifestyles of the target audience indicated that they are highly mobile and have extremely limited leisure time. This insight led to the development of a 16-page guide to the Ultimate Drives across Canada. The guide linked the excitement of planning a vacation with the new vehicle. It provided added value to the consumer and created a receptive environment for relevant advertising copy and editorial. With the prospective customer favorably pre-disposed we were able to start a dialogue them via reply cards and a contest on the Internet.