Direct > Use of Media
BMW S7 TEST DRIVE
TEQUILA\, Boulogne-Billancourt / BMW / 2004
Awards:
Overview
Credits
OVERVIEW
BriefExplanation
BMW invites existing and prospective customers to try out the new 7 Series, its top-of-the-range model, for 48 hours. In view of the difficulties in selling the 730d and 740d launched in October 2002, BMW noticed that a longer test drive helped drivers to accept the difficulties in understanding how the car works. Indeed the customer needs several hours to master the vehicle perfectly and appreciate the qualities of this model. How could we convince the consumer that test driving a 7 Series is a not-to-be-missed opportunity–a test drive totally unlike any other?
CampaignDescription
Conventionally speaking, a nice, really tempting invitation accompanied by a rational, sales-generating argument…What makes it different is the way we dramatize the effect produced by test-driving a BMW 7 Series for 48 hours (“You’ll have to bring it back”!).A “real” staged mail shot, a teaser, that portrays not the pleasure of the test drive but the difficulty in parting with the car when the test drive is over, symbolized by a handkerchief!
Outcome
2 100 contacts out of 10 000 mailings sent, a response of 21%.
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