BMW Italy wanted to celebrate their clients and suppliers. We were briefed to develop a direct marketing campaign to show the whole BMW range, exploiting Christmas time.

The challenge was to showcase, in one single direct mail, the whole BMW range to those clients who already drive a BMW, to push them to access BMW dealers and try the new models.

The calendars met with hugely positive responses from BMW clients and suppliers. An initial print run of 2,000 calendars was mailed to BMW clients but due to high demand, spread by word of mouth, one additional edition was mailed. Moreover, on January 2012 there was a 6% increase of test drive compared with the same month of 2011.

We took the idea of the Advent calendar and we twisted it into a BMW Advent Calendar, to make the waiting of Christmas Day more exciting and engaging. We replaced the windows of the traditional calendar with numbered rolling shutter of different garages. Inside there were parked all the BMW models, to be discovered day by day. The calendars were mailed to BMW clients on December the 1st.