FastPost - DraftFCB Wellington
BMW
Issue 12 | September 2009
Agency
DraftFCB, Wellington
Creative Team
Executive Creative Director: James Mok, Creative Director:Tony Clewett, Art Director:Leisa Wall, Copywriter:Jane Jamieson
Production Team
Eric Thompson
Other Credits
Account Manager: Anastasia Potter, Account Services Director, Fleur Head
Date
2009
Background
The objective was to get advanced expressions of interest for the new BMW X6M so BMW New Zealand could pre-book test drives and guage projected sales before the cars arrived in the country.
Idea
The agency already had a list of those who had expressed interest in the X6 so they designed a concept that would communicate the one big difference between the X6 and the X6M – speed.
Results
The mailing is still hot off the press so no numbers are in.
Our Thoughts
When you can take a humble letter and envelope, add a small twist and communicate exactly what you need clearly and simply, then you’ve done a good job. This does that. It’s not ‘oh my God’ awesome, but it’s nice and simple. (I really want to slag off the creative direction, as Tony is my ex-partner who walked out on me, but I’ll save that for a more appropriate occasion. Nice creative direction though, James. Well led).