LONG ENVELOPE by DraftFCB Auckland for BMW

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LONG ENVELOPE

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Industry Cars
Media Direct marketing
Market New Zealand
Agency DraftFCB Auckland
Executive Creative Director James Mok
Creative Director Tony Clewett
Copywriter Rob Banks
Released September 2009

Credits & Description

Category: Flat Mailing
Advertiser: BMW NEW ZEALAND
Product/Service: 7 SERIES BMW
Agency: DRAFTFCB NEW ZEALAND
Date of First Appearance: Sep 25 2009 12:00AM
Entrant Company: DRAFTFCB NEW ZEALAND, Auckland, NEW ZEALAND
Executive Creative Director: James Mok (DraftFCB)
Creative Director: Tony Clewett (DraftFCB)
Copywriter: Rob Banks (DraftFCB)
Production Director: Eric Thompson (DraftFCB)
Account Director: Fleur Head (DraftFCB)
Account Manager: Anastasia Potter (DraftFCB)
Media placement: Direct Mail - Single Mailing - Addressed Mail - ????

Describe the brief/objective of the direct campaign.
In New Zealand, the BMW 730d sells in small numbers compared to its petrol-powered cousins, primarily because most luxury car buyers don’t associate diesel engines with high-end saloons. With rising fuel costs, the recession, and a small, but growing acceptance of diesel power in the premium vehicle sector, the time was right to highlight the diesel variant’s attributes – and overcome prospect’s prejudices. To do this, we needed to get prospects to experience the 730d for themselves. We invited previous buyers, and owners of comparable competitor vehicles 2+ years old to test-drive. The ultimate objective was to stimulate stagnant sales.

Explain why the creative execution was relevant to the product or service.
The copy did more than take the reader on a journey though. It seamlessly interwove a ‘demonstration’ of spectacular fuel economy with an act of decadent self-indulgence – and in the process successfully blurred the lines between the two. It all meant that prospects arrived at their test drives already ‘warmed up’ to the idea that luxury and economy needn’t be mutually exclusive concepts. The overall tone, as well as the content, brought the potential reality of 7 Series ownership vividly to life - and effectively embodied the premium nature of the BMW brand.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The main task of course was to plant the idea in prospects’ heads that diesel engine frugality and outright luxury can go hand-in-hand. To do this, we used copy to turn the exterior of the invitation into a kind of virtual test-drive experience – describing a decadent gastromic escapade from the prospect’s home address to a far-off premium dining experience – and home again. All on a single tank of fuel. In an added twist, we used the prospect’s home town in the envelope addressing as the start/finish point for the copy’s ‘journey round the envelope’.

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.
This direct mail piece directly contributed to a 75% uplift in BMW 7 Series sales for the last quarter of 2009, compared to same period in 2009 - a remarkable achievement when you consider that these cars retail for NZD$200,000-plus. And even more remarkable when you consider that this was in the midst of a global recession.