BMW
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BMW
Client
Since 1974, BMW Italy has been the official branch of the BMW car group throughout Italy.
Aims
To promote the new BMW Z4 roadster by implementing its own contact database. The aim was to collect together as many interested subscribers as possible for a test drive scheduled for the Open Day on 9 and 10 May.
Product promotion
Data Building
Solution
BMW Italy chose MagNews as its all-round partner for its technology and services, opting for its full service programme which covered several e-mail marketing design activities and the whole campaign package (creation of e-mails, sending, reporting etc.).
Diennea created a lead generation campaign for the BMW Z4. The first step involved conducting a targeted search among Italian editors to find databases which would meet the profiling criteria requested. Based on the brief it received, Diennea identified a target audience made up of men aged between 30 and 50 years of age, graduates, who took care of their bodies and had a high-spending profile. MagNews therefore focused on portals in the car, finance, wellness, personal health and care and sports sectors.
The staff then put together the DEM campaign, sent out the e-mails and reported on the results.
Results
A hugely successful campaign which led to new contacts for BMW, meeting all the aims of the brief.
Numbers
24.4% average open rate
12% of users who clicked on the e-mail booked a test drive
