In order to dramatise the speed of xDrive, the new traction system, we used a magnetic word game. The jumbled-up sentence 'xDrive transfers power to the wheel it most, that needs X5' challenged recipients to reassemble it properly to make sense. The brochure then explained although they may have made the correction in a second, but xDrive corrects in a millisecond. This story then allowed us to explain the rest of the new product detailing the handling, transmission, new engines and restyled exterior and interior.

The mailing received a huge 4.5% response overall whilst generating 1,507 leads for dealers. Although having only recently mailed (15th January) we have already attributed 32 sales to the mailing file representing an impressive 9:1 return on investment.