Title | THE 1ST KEY-SHAPED USB FLASH DRIVE |
Brand | BMW JAPAN |
Product / Service | BMW 5 SERIES |
Category | A01. Mailings |
Entrant | FRONTAGE Tokyo, JAPAN |
Entrant Company: | FRONTAGE Tokyo, JAPAN |
DM/Advertising Agency: | FRONTAGE Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Toru Shinoda | Frontage | Creative Director |
Junji Fujimori | Frontage | Art Director |
Shuji Miyamoto | Frontage | Art Director |
Masaki Yanagimoto | Frontage | Designer |
Tadashi Nakamura | Frontage | Copywriter |
Yukari Fujita | Frontage | Copywriter |
Natsumi Yanagisawa | Frontage | Copywriter |
Toshishige Kawabata | Frontage | Producer |
Osamu Nakazono | Frontage | Producer |
Yuka Fujino | Frontage | Interactive Director |
Toshihiro Tabei | Nissha Printing | Package Coordinator |
Shoji Bunasawa | Frontage | Account Executive |
Hiroki Sakuma | Frontage | Account Executive |
Akihisa Matsumoto | Frontage | Account Executive |
BMW wanted to approach prospective customers proactively for the car market’s busiest period from autumn to year-end. Thus, we aimed for a piece of Direct Mail with an impact that would encourage prospective buyers to open it, try test drives, consider purchases and start talks with car dealers. It became an integrated campaign. As part of an integrated campaign, the Direct Mail was delivered at the time TV and newspaper ads appeared. This was followed by the launch of a campaign site and direct emails.
To encourage more people to open the Direct Mail, we put the USB flash drive in a plastic case so people would think at first glance that an actual key was inside. The USB flash drive contained the long version of the new 5 Series TV ad, which shows many refreshing driving scenes, so that people would want to try test drives all the more. Also, as the UBS drive can also be used as a regular data storage device after the ad was watched, the brand could continue the relationship with the prospective car buyer.
The outcome was a key-shaped USB flash drive that faithfully reproduced an actual key of the BMW 5 Series, suggesting test drives and a key for the car’s future.
The first key-shaped USB Flash Drive became popular with many blogs and car fans. The numbers of visits to showrooms and test drives were both up from the previous year. It even awarded Gold prize in 26th Japan DM Award, the most prestigious Direct Mail award in the country and covered news on advertising portals and magazines. In 2011, BMW 5 Series became the top-selling model in the imported luxury car category.