Strategy: get the hottest leads to meet and drive the X3 before introduction. Let them feel the car itself without the most common predispositions they might have about the brand (distant, arrogant, too outspoken). We created a campaign (radio, site, email, DM) and pre-drive event that banished any thoughts of emotional distance, focusing on the intrinsic qualities of the car.The steps:1. Generating leads: radio/internet2. Filtering leads: introduction of an X3 email newsletter3. Qualification of leads by internet4. Invitation to a selective pre-drive event5. Event 6. Follow-up by dealers, during and after event

Site visits grew 2,7% during the radio campaign (average of 31.483 visitors a day). Pop-up windows let visitors subscribe to the special email newsletter.

Target was 2.500 qualified prospects, via internet. After selection, we had 4.210 prospects (+68%). All prospects received the newsletter regularly. From the resulting database we selected the hottest leads, which we invited to the pre-drive event (response rate 19%). We planned three days and expected 468 prospects to show up. In the end two extra days had to be added to satisfy the needs of a total of 648 interested drivers (+38%, all conquest leads!).