BMW DM 7 SIGNS by Arc Kuala Lumpur, Leo Burnett Kuala Lumpur

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Industry Cars
Media Direct marketing
Market Malaysia
Agency Arc Kuala Lumpur
Agency Leo Burnett Kuala Lumpur
Creative Director Valerie Chen
Released October 2011

Credits & Description

Category: Cars & Automotive Services
Advertiser: BMW MALAYSIA
Product/Service: BMW 7 SERIES
Creative Director: Valerie Chen (Leo Burnett Advertising/Arc Worldwide Malaysia)
Senior Art Director: James Seet (Leo Burnett Advertising/Arc Worldwide Malaysia)
Senior Copywriter: Collin Yeoh (Leo Burnett Advertising/Arc Worldwide Malaysia)
Production Manager: Ong Chee Hin (Leo Burnett Advertising/Arc Worldwide Malaysia)
Production Manager: Kelvin Tai (Leo Burnett Advertising/Arc Worldwide Malaysia)
Studio Manager: Fok Soop Chin (Leo Burnett Advertising/Arc Worldwide Malaysia)
CRM Director: Jason John (Leo Burnett Advertising/Arc Worldwide Malaysia)
Media placement: Direct Mail - DM - 1 October 2011

Describe the brief/objective of the direct campaign.
The 7 Series is BMW’s flagship range of luxury sedans, catering to the highest class of car owners. For the launch of its latest model, BMW wanted to invite prospects to experience the 7 Series in a chauffeured ride, followed by a sumptuous dinner at one of the city’s finest restaurants. Thus, they needed an invite that reflects the car’s prestige and distinction, as well as creating the desire to experience it for themselves.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We designed a classy, elegant invitation that affirmed the stature of the recipient right from the beginning. It included a cover letter inviting the recipient to the exclusive BMW 7 Series Experience, as well as a leaflet about the 7 restaurants that the recipient could choose from.

Explain why the creative execution was relevant to the product or service.
To elevate the recognition even further, we included a personalised keepsake notebook entitled 7 Signs That You, , Have Made It To The Top, with the recipient’s name inscribed on the cover. The book flattered the recipient with 7 witty references to their high status, making them feel privileged and honoured – and in doing so, associated these feelings with the brand as well as the product. In effect, it acknowledged 'because you are who you are, this is the car for you'.

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.
A total of 424 invites were sent out over a 4-month period, and 41 respondents opted for the dinner – an almost 10% response rate, far above the industry average. Out of these leads, 21.95% (equivalent to 2.1% of the total invites sent) were converted into sales. That’s precisely 9 BMW 7 Series cars sold to date at a retail price of US$448,000, and possibly more to come as we continue to receive enquiries from recipients of the DM pack.