BMW Financial Services DM THE ULTIMATE DRIVE by Cundari

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Industry Banking & Financial Services
Media Direct marketing
Market Canada
Agency Cundari
Art Director Andrew Bernardi
Copywriter Alex Manahan
Released June 2011

Credits & Description

Category: Direct Response Digital: Websites, Microsites & Banners
Chief Creative Officer: Brent Choi (Cundari)
Art Director: Andrew Bernardi (Cundari)
Copywriter: Alex Manahan (Cundari)
Interactive Development: John Filleti/Jonathan Lee (Cundari)
Interactive Design: John Filleti (Cundari)
Production Company: Cundari (Cundari)
ACD: Mike Dietrich (Cundari)
Media placement: Microsite - Online - Jun 6th 2011

Describe the brief/objective of the direct campaign.
Every year, BMW Financial Services (BMW FS) sponsors the RBC Canadian Open and hosts a skybox on the 17th green. A few highly coveted seats are set aside as prizes for a select group of BMW FS customers. We wanted to get customers excited about winning tickets, so instead of a typical invite, we developed a unique challenge that allowed players to make a shot that would put Happy Gilmore to shame - and from their front yards no less.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The idea came to life using Google Street View and Google mapping API version 3, which transformed the player’s neighbourhood into their own private golf course. To qualify to win, every player had to hit a hole-in-one from their home, all the way to the Shaughnessy Golf and Country Club in Vancouver – site of the 2011 RBC Canadian Open.

Explain why the creative execution was relevant to the product or service.
By turning a typical contest eblast into a personalised golf game, we gave each player a unique experience that reflected both the exclusive and innovative sides of the BMW brand.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Generally, eblasts have a click through rate of 2 - 3%. The Ultimate Drive Game drove a remarkable 12.4% to click through with 100% interaction, and an average time of 2:30.