BMW

BMW

Rural DM

Farmers think about calling BMW for a test drive

1

The addressee’s actual farm is printed on the envelope

2

Farmers were offered a test drive at their own place

3

Bringing the brand closer to the customer

4

A unique way to experience the ultimate drive

How do you make affluent farmers think about calling BMW for a test drive? These people would need a lot of convincing that a BMW could cope with conditions down their way.

The solution: use aerial map data to personalise each mailing. Show each individual’s actual farm as the location for a very bespoke test drive.

Agency: Twenty

Art Director: Andy Carruthers

Copywriter: Philip Tetley-Jones


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