Snow Tires Cutting Through DM

We were challenged to promote BMW Cold Weather Tires to current BMW owners and communicate how they maintain BMW standards of performance, even in difficult winter driving conditions. The idea came to life with a DM piece that opened with a perforated pull-tab mimicking a BMW driving and cornering effortlessly through snow. By using a traditional channel in a surprising, innovative and targeted way, we engaged consumers in a customized experience with the BMW brand, vastly increasing normal response rates and helping the client surpass their goals for the program.