Infinite Possibilities
Issue 19 | June 2011
Agency
Arc Worldwide Malaysia
Creative Team
Executive Creative Director: Tan Kien Eng; Creative Director: Valerie Chen; Art Director: Tan Sock Nee; Copywriters: Krishna Kumar, Valerie Chen
Production Team
Production Manager: Ong Chee Hin, Kelvin Tai; Studio Manager: Fok Soop Chin
Other Credits
CRM Director: Jason John; Brand Manager: Pamela Knaggs
Date
March 2011
Background
With the BMW X3 having undergone exciting overhauls in 2010, BMW Malaysia wanted to relaunch it in all its glory. Positioned as one of the most versatile models in its range, the all-new BMW X3 is a driving machine with which everything is possible. The task was to create an engaging invite for its 4-day launch event while communicating the idea of ‘infinite possibilities’.
Idea
An invitation to the launch was created, designed to trigger the thought of “possibilities” right from the beginning. The typical envelope usually has only one opening. Breaking this norm, the invite envelope provided four different ways to open it up. Inside, the ‘possibilities’ thought was explored further and the recipient invited to experience the all-new BMW X3 and its infinite possibilities for himself or herself.
Results
It was a successful four-day event for BMW Malaysia. Of the 19,000 invites mailed, there was a 4% RSVP response (higher than the industry average) and of the RSVP responses, 63% attended the event. BMW received 52 instant orders for the X3 (retailed at USD112,500 in Malaysia) which translated into actual sales within the next 2 weeks.
Our Thoughts
Life is short. Why on earth would anyone want to go the launch of a new car? Why would you be tempted to test-drive some new machine when you have four perfectly good wheels already?
That’s the task every piece of advertising faces, be it mail or TV. To overcome total indifference and to tickle the imagination. To get the recipient, viewer, visitor and target to pause for a moment, just a moment, and imagine themselves at the wheel of the car. What new experiences might unfold, what new pleasures might be in store!
The tickle happens in the first few seconds of engagement. So you need to capture the imagination fast and this envelope does that with simple elegance. Words, incidentally, that sit well with the BMW brand.