The test drive event involved the recipient taking the car for an all-expenses paid test drive to a luxury lodge for the weekend. The invitation focused on the luxury nature of both the event and the car itself. Inside was a specially customised road atlas, bookmarked at the page featuring the location of the luxury lodge accommodation - highlighted with a 'park here' label. The pack also included a questionnaire containing a question on their music tastes. So when they first got into the car for the test-drive, a personalised audio CD of their favourite music was waiting for them.

The first wave of mailings generated a high response rate of 30.6% and provided dealers with a high number of high quality, viable prospects. Furthermore, prospects were flattered that they had been selected for the offer. And even if they were not looking to purchase immediately, it still helped to begin a relationship between them and the BMW brand. No results in yet for the second wave of mailings which are due to be mailed this month.