X1 DESSERT by DraftFCB Auckland for BMW

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X1 DESSERT

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Industry Cars, SUV & Four Wheel Drive
Media Direct marketing
Market New Zealand
Agency DraftFCB Auckland
Executive Creative Director James Mok
Art Director Jared Isle, Tony Clewett
Copywriter Rob Banks, Jared Isle
Account Supervisor Anastasia Potter, Sonja Corbett
Released April 2010

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: BMW
Product/Service: CAR
Agency: DRAFTFCB NEW ZEALAND
Date of First Appearance: Apr 23 2010
Entrant Company: DRAFTFCB NEW ZEALAND, Auckland, NEW ZEALAND
Executive Creative Director: James Mok (Draft FCB)
Creative Director: Tony Clewett (Draft FCB)
Copywriter: Jared Isle (Draft FCB)
Copywriter: Rob Banks (Draft FCB)
Art Director: Tony Clewett (Draft FCB)
Art Director: Jared Isle (Draft FCB)
Head of Account Service: Fleur Head (Draft FCB)
Account Supervisor: Sonja Corbett (Draft FCB)
Account Supervisor: Anastasia Potter (Draft FCB)
Client: Greg Hedgepeth (BMW)
Client: Dave Hewitt (BMW)
Media placement: X1 Dessert - 3 of Auckland's Top Restaurants - 23/04/2010

Describe the brief/objective of the direct campaign.
As a sports activity vehicle, the new BMW X1 is suited to people who lead active and spontaneous lives. To avoid cannibalising the existing BMW customer base, we needed to entice these people away from competitor brands such as Audi. But, with vehicle registration data soon becoming unavailable, we needed to develop and trial a new lead generation mechanism outside of traditional methods. Specifically, we needed to generate 7 genuine test drives - and achieve a cost-per-lead the same as or lower than the current benchmark of $1003.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We didn't know the names of the owners of these competitor cars. But, by staking out the car parks of popular Auckland restaurants, we identified where they ate. To flush them out, we set a trap. We convinced three top Auckland restaurants to add a mystery dish called the 'X1 Dessert' to their menu. There was no description, no price - and waiters couldn't talk about it. But anyone ordering the X1 had their spontaneity rewarded with BMW picking up the tab - and inviting them on a test drive.

Explain why the creative execution was relevant to the product or service.
Using a mystery dessert to flush-out prospective car buyers is not exactly a traditional automotive marketing method. But it was entirely appropriate for the product. The BMW X1, after all, was marketed in New Zealand as the car for unplanned, spontaneous living. The X1 Dessert got us into the same room as a group of people with the means to buy a luxury car - and then identify which of them genuinely had an appetite for spontaneous living (and a BMW X1 test drive).

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.
It worked. We generated 125 leads at a cost-per-lead of $54.69, compared to the benchmark average of $1003 for previous campaigns. 84 people explicitly stated they wanted a test drive - 12 times our target of 7 genuine test drives. At usual conversion rates of test-drives-to-sales, these leads represent $840,000 worth of cars sold.