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.

STEP 1: 20.5% response A dialogue was set up in a sparkling way. The attention remained focused on the BMW Z4.