As the only advertising agency worldwide to help launch the new BMW M3 in 2007, we were required to conceptualise and execute a 360 campaign for the product launch.

We targeted the then current owners of BMW M3s and the then owners of the other M-model cars, as well as other high-flying execs who fitted into the M3 target market with an interactive, high-quality direct mailer.

Of the approximately 900 mailers sent out, we had a response rate of 40% of those targeted visiting dealers for test drives. 100% of those who received the mailer signed up to the online element of the campaign.