BMW DM STRINGS ATTACHED / COMPETITIVE TEST DRIVE by Baldwin&

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STRINGS ATTACHED / COMPETITIVE TEST DRIVE

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Industry Cars
Media Direct marketing
Market United States
Agency Baldwin&
Creative Director Philip Marchington, Bob Ranew, Lisa Shimotakahara, David Baldwin
Released September 2010

Credits & Description

Category: Best Low Budget Campaign
Advertiser: BMW
Product/Service: AUTOMOBILE
Agency: BALDWIN &
Date of First Appearance: Sep 9 2010
Entrant Company: BALDWIN &, Raleigh, USA
Creative Director: David Baldwin (Baldwin&)
Creative Director: Bob Ranew (Baldwin&)
Media placement: Promotion - Direct - 9/9/2010

Describe the brief/objective of the direct campaign.
Target competitive import luxury drivers (Lexus, Mercedes Benz, Audi, etc.) at the BMW Championship with an incentive to test drive a BMW.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Leveraging BMW's relationship with FootJoy golf shoes, we offered golf enthusiasts a free pair of golf shoes to take a test drive and experience first-hand the "ultimate driving machine".

Explain why the creative execution was relevant to the product or service.
The shoelace messaging was placed on the golf enthusiast’s vehicle and the message was very compelling and humorous. Most messages are often ignored and trashed yet we observed the majority of recipients interacting and keeping the piece.

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.
1400 pieces were produced and distributed. BMW Dealers confirmed 241 test drives which is a 17% conversion in a world where 3% is considered successful. Production cost was $2460 for the piece plus the cost of the shoes for participants.