Cannes Lions
DVN, Gent / BMW / 2003
Overview
Entries
Credits
Description
From August till March we set up a pre-launch campaign for a selective target group, consisting of clients, former clients, and hot prospects. They receive VIP treatment with the hidden website as a central meeting point. The first step within this whole campaign is to get this VIP community to the website, which requires a personal password and log-in, and gives secret information and images.
Outcome
STEP 1: 20.5% response A dialogue was set up in a sparkling way. The attention remained focused on the BMW Z4.
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