April 2010

Twenty launches BMW Driver Experience programme.

The newest evolution of the BMW Driver Experience programme, a campaign which draws on the excitement of getting to take a new BMW for 24 hours on a specially planned route, has been launched. Created by Twenty for BMW, the campaign is designed to leverage the experience of driving a new BMW in order to persuade customers to book an exclusive test drive with their dealership.

Following on from last year’s award winning Priority Test Drive programme, the Driver Experience campaign consists of both digital and direct mail executions. Each customer who receives the communication gains access to a website with a unique and specially designed test drive route for their region. The route maps are interactive and feature places of interest, refreshment stops, and of course those all important roads which show off the handling dynamics of a BMW. Customers can also view the entire BMW range, and book their test drive online.

The campaign makes up one of the elements of the repurchase programme that BMW and Twenty have developed to increase customer retention, further enhance BMW’s relationship with its customers and ultimately drive sales.

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