OPEN MAIL by Serviceplan Hamburg for MINI

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OPEN MAIL

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Industry Cars, Business equipment & services, Corporate Image
Media Direct marketing
Market Germany
Agency Serviceplan Hamburg
Creative Director Joachim Schopfer, Danusch Mahmoudi
Art Director Patrizia Marroni, Michaela Gressbach
Copywriter Eva Foraita
Account Supervisor Matthias Reißl
Released August 2009

Credits & Description

Category: Direct Response Digital: Email Marketing
Advertiser: BMW
Product/Service: MINI CONVERTIBLE
Agency: SERVICEPLAN
Date of First Appearance: Aug 13 2009 12:00AM
Entrant Company: SERVICEPLAN, Munich, GERMANY
Entry URL: http://awards.serviceplan-hamburg.de/2wa/MINI_Open/MINI_Open/Main.html
Chief Creative Officer: Alex Schill
Creative Director: Danusch Mahmoudi, Joachim Schöpfer
Copywriter: Eva Foraita
Art Director: Michaela Gressbach, Patrizia Marroni
Account Supervisor: Matthias Reißl
Programmer: Pierre Hatz (GKK)
Media placement: Email - Email - 13.08.2009

Describe the brief/objective of the direct campaign.
• Generating Awareness for the new MINI convertible among existing customers. • Generating request for test drives. • Finding a way of using the rational medium email in an emotional way.

Explain why the creative execution was relevant to the product or service.
What could create more interest for a real test drive than a test drive within the email itself, anticipating the great driving experience? Very MINI: Using every medium in the most innovative and emotional way possible. Surprise the audience, let them have fun, create an immediate involvement.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
How can we anticipate the unique MINI convertible experience in an email? By developing a test drive email: When moving the scrollbar, the recipient of the email feels like sitting in the new MINI convertible, driving through urban scenery with skyscrapers – the perfect MINI experience brought to the audience by email.

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 email was sent to 25.000 subscribers of the MINI newsletter. 6 % of the target audience clicked through the email and experienced the virtual cabrio tour – an extremely good result. The interest in test drives within the first three weeks after launching the Email was so amazing that all the available test cars at all MINI Dealers were booked out.