The DM achieved the highest response rate in over 2 years - 8% from 80k profiled prospects. 76% of which requested further brand information. The supplement response incentive achieved 27% of respondents requesting further communication. Richard Hudson, General Manager, Marketing Communications said “We wanted to build on the brand story in our direct marketing, not simply repeat the advertising message. The agency did this beautifully, taking full advantage of print media and direct communication to add real campaign depth. The campaign is one of the strongest, most integrated ideas we’ve produced, and the most successful in generating new BMW prospects.”