BMW New Zealand direct mail case study

In New Zealand, the biggest competitor to the new BMW X6 in the luxury car market is the Porsche Cayenne.

Working with DraftFCB, BMW devised a campaign to woo Porsche drivers using a direct mailing that appeared to have been sent direct from Germany and containing only an MP3 player. On the player was a podcast inviting the listener by name to a secret location.

The results? More than 70% of those mailed said ‘yes’ to a test drive of the BMW X6, leading to several immediate sales and to much brand-supportive PR.