Our task was to amplify and extend the new BMW 1-Series Coupé launch advertising campaign - ‘Makes you want to get behind the wheel’. Our key objective was to broaden the appeal and desirability of the new BMW 1-Series Coupé (and 1-Series range) to two attitudinally diverse consumer groups; a) ‘progressives’ who are cool about the BMW brand, but appreciate emotive design, and authentic brands and b) ‘traditional’ who are warm to BMW and aspire to its status and performance credentials, in a way that would convert appraisal to quality sales prospects for the BMW Dealer network.

DM was produced to target current/lapsed BMW owners, previous enquirers, and profiled prospects from external databases. Rather than simply repositioning the ATL photography, our approach delivered the car in a contemporary manner, and used real consumer driving motivators to highlight specific design, entertainment, performance, technology and comfort features. The direct mail featured a response card, which allowed targets to request more information on the BMW 1-Series Coupé and details of any model from the BMW range, thus allowing database refinement to enable highly targeted future communications, and gather valuable profile data on cold prospects.

From a mailing of 80,000 units, the direct mail piece generated 1,171 sales leads. To date 744 cars sales can be attributed as a direct result of the communication – an impressive 63.6% lead conversion rate.

“[The agency] delivered a strong, direct mail piece as part of an insightful integrated on/offline campaign. The number of entries, leads and products sold is a testimony of the quality of the campaign developed". Laurence Riehl, Direct Marketing Manager, BMW.