Objective:

Talk to the 1.5 million people who are in the market to purchase a luxury vehicle but do not currently consider BMW.

Target Audience:

People who fall into the Idea Class: a well-educated, well-paid segment of American and global society. People in the Idea Class are progressive thinkers, solutions oriented, technology savvy and value authenticity and independent thought.

How Magazines Were Used:

Magazines were used to reach the Idea Class, which seeks information and enjoys reading magazines, especially thought-leader publications and ones that cultivate their creative drive.

Results:

Sold nearly 275,000 vehicles, resulting in a record sales year despite a flat market.

Traffic to BMW/USA.com increased 19%.

Industry Awards:

2007 Kelly Awards Finalist

Other Recognition:

Comments: