2009 ECHO Award - AMDIA

BRONZE
BMW WANTED TO ENTICE PORSCHE DRIVERS
WITH THE NEW BMW X6. To pique the interest of this
diffi cult-to-impress audience, BMW extended a highly
exclusive offer. Before auto journalists had even seen the X6,
prospects were individually chauffeured to an Air Force base
hanger for the unveiling. Next they were treated to a test
run with a leading racecar driver and time behind the wheel.
Everything was fi lmed to create a personalized DVD, which
allowed prospects to share their experience. A remarkable
response of 72% blew away the typical 5% test drive response
and surpassed the lofty goal of a 50% response rate.
CAMPAIGN NAME – BMW Seeks
Opinionated Porsche Drivers
CONSUMER ADVERTISING MEDIUM – Multimedia
AGENCY – Draftfcb New Zealand Ltd
CREATIVE – Jane Jamieson
CREATIVE – Leisa Wall
ACCOUNT EXECUTIVE – Anastasia Potter
HEAD OF ACCOUNT SERVICE – Fleur Head
ACCOUNT DIRECTOR – Maria Reinbergen
CREATIVE DIRECTOR – James Mok
PRODUCTION MANAGER – Sharyn Howard
CAMPAIGN NAME – Owner Advantage Communication (OAC)
Welcome Package
CONSUMER ADVERTISING MEDIUM – Direct Mail
AGENCY – Ogilvy Team Detroit
CREATIVE DIRECTOR – Murray Grondin
ART DIRECTOR – Steve Poirier
WRITER – Steve Ockerman & Lori Nixon
CLIENT – BMW New Zealand
GROUP MARKETING MANAGER –
Greg Hedgepeth
EVENT MANAGER – Pip Richards
MARKETING MANAGER - BMW – Lesley Acutt
MANAGER - CRM – Ben Montgomery
MANAGING DIRECTOR – Mark Gilbert
AUTOMOTIVE
FORD HOPED TO ENHANCE LOYALTY AMONG
CUSTOMERS PURCHASING A NEW VEHICLE.
It began by sending a thank you in the form of a welcome
guide two weeks after purchase. Each guide was customized to
match the customer’s new car—down to the color, trim, and
special features—and discussed special warranties and additional
accessories applicable to the specifi c vehicle. The guide
encouraged owners to register online to enhance their relationship
with Ford, and also offered special discounts on dealer
services. The mailing was perceived as a “must keep” reference
item. As a result, site registration increased incrementally
by 120%.
PRODUCTION – Jason Blades, Teresa Millner & Nancy Kucera
ACCOUNT – Eric Neville & Kate Collett
DATA ANALYST – Stephen Sawyer
CLIENT – Ford Customer Service Division
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