Extending the central launch thought of ‘all we know about the car, in a car’, we dramatised individual parts to highlight the car’s new attributes. ‘All we know about the rivet’ represented the BMW quest to deliver a car that was 55kg lighter than the previous model. Cogs delivered new steering technology, washers conveyed better performance, stitches new levels of luxury and screws higher standards of safety.By sending one rivet we were able to deliver to grab their attention and immediately demand our audience to read on to get the full story on the new BMW 5 Series.

The mailing delivered a high overall response rate of 4.1% with over half the responses coming from lapsed customers – a difficult audience to convince back to the brand. 66% of responders converted to a test drive and the campaign was 50% more effective than previous 5 Series mailings. Response rate – 4.1%.Cost per response - £75.60.Conversion of responders to test drive – 66%.Conversion to sale from original responders – 3.7%.ROI – 4:1.