To create a unique test drive experience while partnering with BMW and a 3rd Party Exclusive Concierge Company in 3 major metro markets.
The campaign was to drive test drives and ultimately convert them to sales using a unique approach for the customer, which ran over three months in each area, targeting different individuals during each deployment.
We used data that was 100% conquest lease list from 3 major metro areas. We tested the response using two different creative concepts – traditional OEM look vs. a handwritten method from Strategic.
Results: (Combined results for all 3 markets)
Deployment 1 – Traditional OEM creative: 8,248 records / .32% response rate
Deployment 2 – Handwritten Strategic creative: 7,099 records / 2.82% response rate
Deployment 3 – Handwritten Strategic creative: 7,120 records / 2.20% response rate
Deployment 4 – Handwritten Strategic creative: 8,169 records / 2.21% response rate
Deployment 5 – Handwritten Strategic creative: 13,762 records / 2.39% response rate
Total – 44,398 records / 1.98% response rate over a 3 month period