The creative material combined helpful editorial with breath-taking shots of the scenery and the new vehicle. Within one execution, “Ultimate Drives” provided our target with a tangible benefit –assistance with their leisure-time planning. Excitement was built around the launch of the BMW X3. We captured prospect names and started a relationship with the entrants of our exclusive competition. We were also able to communicate some of the complex beneficial features of the X3 (e.g. X-Drive).

With this campaign alone we generated double the number of qualified leads for our dealers than the entire first year sales target. We also created substantial PR within the marketing and media press in Canada (a good measure of the ‘excitement factor’).