BMW DM BMW ADVENT CALENDAR by Bcube Milan

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BMW ADVENT CALENDAR

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Industry Cars
Media Direct marketing
Market Italy
Agency Bcube Milan
Art Director Maria Piccinini, Domenico Montemurro
Copywriter Martino Lapini
Account Supervisor Giansimone Graziosi
Released December 2011

Credits & Description

Category: Cars & Automotive Services
Advertiser: BMW ITALY
Product/Service: BMW RANGE
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/objective of the direct campaign.
BMW Italy wanted to increase the number of test drives taken during the first months of the year.
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 the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We exploited Christmas time and we took the idea of the Advent calendar, twisting it into a BMW Advent Calendar.

Explain why the creative execution was relevant to the product or service.
We replaced the windows of the traditional calendar with numbered rolling shutters of different garages. Inside them were parked all the BMW models. The calendars were mailed to BMW clients on December the 1st.

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.
The calendars met with hugely positive responses from BMW clients. On January 2012 there was a 6% increase in test drive compared to the same month of 2011. Moreover, there was a surprising +9% increase of BMW Accessories selling, chosen by the clients and suppliers as a perfect Christmas gift.