In launching the BMW X6, the world’s first Sports Activity Coupe (a hybrid between a 4WD and a sports car) the greatest threat was that it could cannibalise sales of BMW’s existing model range.
Instead, the number one priority was to use this vehicle to attract a new audience to consider BMW. Crucial to this is getting them behind the wheel in the form of a test drive.
The top target was Porsche drivers. The trouble is that the owners of $150,000+ vehicles are notoriously difficult to reach. They are time-poor, cynical and used to being treated like VIPs. To make matters worse, they perceive BMW as an inferior brand to Porsche.
The objective was to get 50% of the target audience to test drive a new BMW X6 - everyone thought it was crazy! No-one really believed it was achievable as the usual test drive response rate to a prospect DM was less than 5%.
By using a completely new approach, innovative creative, and upping the ante, a staggering 72% response rate was achieved.