3958 MM by Serviceplan Hamburg for MINI

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3958 MM

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Industry Cars
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 COOPER S CLUBMAN
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_Clubman/MINI_Clubman/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 - Internet - 13.08.2009

Describe the brief/objective of the direct campaign.
Develop a low cost idea with high response rates for the MINI Cooper S Clubman. Position the car as the biggest MINI ever, a MINI that offers lots of space. Generating requests for test drives. Finding a way of using the rational medium email in an emotional way. Target audience: subscribers of the MINI Newsletter.

Explain why the creative execution was relevant to the product or service.
Ever received a 3958 mm email? Our target audience hasn't either. We showed in a surprising way how spacious the MINI Cooper S Clubman actually is. Very MINI: Using every medium in the most innovative and emotional way possible. Surprise the audience, let them have fun, be individual.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
How can we show how many items actually fit into the spacious MINI Cooper S Clubman? By sending an extra-large email to the target audience: The email has the original lenghth of the MINI Cooper S Clubman: 3958 mm. Within these 3958 mm, we specify all the possible items that fit into our big small car.

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. 5,8 % of the target audience clicked the email to discover what fits into the MINI Cooper S Clubman. A very good result. The interest in test drives within the first two weeks after launching the email was overwhelming. The number of test drive requests increased by almost 50 %.