BMW - Walnut Blast Direct Mailer
Ogilvy Philippines 2008
Develop a direct marketing park to inform current BMW owners of its new engine cleaning technology and encourage them to call nearest BMW dealer to schedule a service appointment.
The process of cleaning an engine oftentimes users harsh agents such as sand and chemicals, which leaves harmful residue and can potentially damage the engine's internal components. In our research, we discovered that BMW users a decidedly low-tech material - ground walnut shells, as a cleaning agent. It not only is biodegradable, but any residue left burned away in the engine's normal combustion process.
We decided to use this unigue characteristic bysending a sleek, black dimensional mailers that drew in the target audience with the line "Inside, the newest technology to rejuvenate a BMW engine."
And it open to reveal... a whole walnut.
A whopping 30% response rate.
Of that, 23% actualy availed of the Walnut Blast service.
BMW's regional office citied our Walnut Blast campaign as Best in practise in the region.