BMW Design & Branding CUTTING by Cundari

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CUTTING

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Industry Tires
Media Design & Branding
Market Canada
Agency Cundari
Associate Creative Director Acd - Mike Dietrich, Acd - Mike Sipley
Creative Director Brent Choi
Art Director Andrew Bernardi
Copywriter Alex Manahan
Designer Sarah Cosentino
Released November 2010

Credits & Description

Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Advertiser: BMW
Product/Service: TYRES
Agency: CUNDARI
Date of First Appearance: Nov 8 2010
Entrant Company: CUNDARI, Toronto, CANADA
Client Service: Daryn Sutherland (Cundari)
Client Service: Devon Enright (Cundari)
Client Service: Kathy Lee (Cundari)
Chief Creative Officer: Brent Choi (Cundari)
Creative Director: Brent Choi (Cundari)
Art Director: Andrew Bernardi (Cundari)
Designer: Sarah Cosentino (Cundari)
Copywriter: Alex Manahan (Cundari)
Studio Artists: Waren Hardy (Cundari)
Project Manager: Cecily Lo (Cundari)
Associate Creative Director: Mike Dietrich (Cundari)
Associate Creative Director: Mike Sipley (Cundari)
Media placement: Direct Mail Piece - Mail - November 8th 2011

Describe the brief from the client
Promote BMW Cold Weather Tires to current BMW owners and communicate how they maintain BMW standards of performance, even in challenging winter driving conditions. Then drive BMW owners (no pun intended) to BMW retailers to purchase BMW Cold Weather Tire packages.

Describe the challenges and key objectives
The key challenge was to first design an engaging piece that communicated the benefits of BMW Cold Weather Tires. The piece had a second layer of challenge and complexity in that it had to be customizable to deliver different tire package options based on the type of BMW vehicle one owned.

Describe how you arrived at the final design
We wanted to ensure that the piece was entertaining and engaging from the moment the customer opened it, to the time they spent looking at what was inside. This was accomplished with a perforated pull-tab that mimicked a BMW driving and cornering effortlessly through snow. It was a smart, simple and interactive design that clearly demonstrated the key benefit of BMW Cold Weather Tires and also served as the opening of the piece. Inside, the customer would find information that was pertinent to them as well as helpful facts and tips, such as the right time to install BMW Cold Weather Tires.

Give some indication of how successful the outcome was in the market
Projected sales objectives for the piece was a 1 – 5% increase over last year. The results to date (as of March 1, 2012) are simply astounding:

• 9% increase in sales over 2009/2010.
• $1,062,000 increase in sales over 2009/2010.
• Total Cost of program: $86,340 (34,000 pieces).
• Total Cost per piece: $2.54.
• Total Increase in Sales per piece: $31.24.
• A 1200% return on investment.
• As you might imagine, the clients are ‘overjoyed’.