WEEK 7 | DIRECT MAIL

 

      

  

 BMW (DIRECT MAIL)

Opinion:

This direct mail piece appeals to me since it is sleek and cuts right through the paper gimmick. Furthermore, it is imaginative in such a manner that the recipients are unlikely to throw it away as a result of the arrangement of this direct mail piece. The reason for this is because recipients like interactive brochures that are engaging and give them the impression that they are receiving a gift.

Copy Strategy:

Direct mail is an excellent choice when it comes to reaching a specific audience, capturing their attention, and engaging with them on a personal basis. The picture at the top of this page shows an envelope, which is used in direct advertising to interact with buyers. BMW's direct mail campaign is designed to reach drivers who are considering purchasing winter tyres as a safety measure, and winter tyre advertising is often focused on stopping distance. The fact that this promotional piece takes a new and very BMW approach to winter tyres by emphasising their performance potential really struck me much. This straightforward technique demonstrates excellent originality in that it connects with and persuades its intended audience.

Reimagined Headline:

Experience the thrill of snow tyre driving for yourself.

References:

Behance. “BMW Cold Weather Tires DM.” Behance, www.behance.net/gallery/2596711/BMW-Cold-Weather-Tires-DM.