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 to the BMW brand, but appreciate emotive design, and authentic brands an 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.

Our strategy was to deliver an intriguing and inclusive communication that challenged brand perceptions both tonally and behaviourally by posing the campaign line as a question - ‘What makes you want to get behind the wheel?’ To engage new audiences, an online advertising campaign using film based executions inspired consumers to share personal driving motivations. Each opted-in submission was posted to a gallery area on a bespoke microsite www.behindthewheel.com A direct mail piece was mailed to existing BMW drivers and profiled prospects from external databases. An editorial feature and response card was included in BMW magazine for additional data capture.

152,600 unique visits to the microsite were achieved in three months. 3,931 consumers generated content and opted-in for further communications, 400 brochure/test drive leads were made, and 8,000 consumers linked through to www.bmw.co.uk. The direct mail piece generated 1,171 leads, with 744 cars being sold - an impressive 63.6% conversion rate.

The agency delivered a strong, insightful campaign demonstrating their understanding of the audiences by inspiring consumers to interact with the brand and create their own content. The number of entries, leads and products sold is a testimony of the quality of the campaign developed." Laurence Riehl, Direct Marketing Manager, BMW.