Open for success: BMW convertible special edition
The Company
With its three brands BMW, MINI and Rolls-Royce Motor Cars the BMW Group goes for selected premium segments of the international automotive markets. Therewith it puts emphasis on the strengths of the company - with a consistency which is unique in this sector.
The Task
Arousing the desire for open driving and at the same time directly addressing BMW prospects until now there has been no special medium for this task. Several BMW convertibles have been staged over and over again - in the BMW emotion, in the BMW Impulse magazine. But have all the options been exhausted? The answer was a clear no and at the same time a yes to a new medium which presents all the four BMW convertibles including the new BMW Z4 in a chunky and clear way in April, in the middle of the orientation phase of convertible prospects.
The Solution
heller & partner realizes a completely new print medium: a BMW convertible special edition. It informs about the four BMW convertible models.
The sales strategy is double-tracked: as an insert in the BMW Impulse edition for the average model range the magazine reaches a good 90,000 prospects. In addition to that BMW uses the new magazine as a communication medium at the convertible salon and other BMW events.
The look-and-feel: emotional with large pictures that makes you looking forward to feeling the air flow and the sun on your skin. Look and see!
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