Advent Calendar by Bcube Milan for BMW

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Advent Calendar

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Industry Cars
Media Design & Branding, Case study
Market Italy
Agency Bcube Milan
Art Director Maria Piccinini, Domenico Montemurro
Copywriter Martino Lapini
Account Supervisor Giansimone Graziosi
Released June 2011

Awards

AdPrint 2012
Design Angels Collaterals – Direct Mail Winner

Credits & Description

Category: Calendars
Advertiser: BMW ITALY
Product/Service: BMW
Agency: BCUBE
Chief Executive Officer/Executive Creative Director: Francesco Bozza (BCube)
Client Creative Director: Bruno Vohwinkel (BCube)
Copywriter: Martino Lapini (BCube)
Art Director: Domenico Montemurro (BCube)
Art Director: Maria Piccinini (BCube)
Account Director: Edi Borrelli (BCube)
Account Supervisor: Giansimone Graziosi (BCube)
Comunication Manager: Francesca Capurro (BMW Italy)
Media placement: Calendar - Advent Calendar For BMW Clients - 1 December 2011

Describe the brief from the client
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.

Describe the challenges and key objectives
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.

Describe how you arrived at the final design
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.

Give some indication of how successful the outcome was in the market
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.