BMW needed to accelerate sales for their high-performance M Series automobiles.
Our insight was that if BMW is an exclusive club of drivers, M drivers are behind the velvet rope in the leather-clad VIP, as the most elite and unapologetic patrons.
This direct mail piece embodied that unbridled confidence and acted as an exclusive invitation to join the chosen few. It was sent to hot leads with an enticing purchase incentive to get Canadians behind the wheel and off the lot.
