BMW M5 Launch
With the launch of the newly redesigns BMW M5, our team was given the opportunity to create a couple email touches that were intended to engage prospective customers.
My Role: Art Direction
M5 Test drive sign up
We needed to find a way to increase interest in the newly redesigned BMW M5. The launch marked the first time an M5 used an AWD, twin turbo V8 hybrid system from their XM SUV, so we knew skepticism was going to be a reality.
Challenge:
We created a simple, clean, and sporty email that cut through fluff and got straight to the point: M stands for performance. The work took easy-to-digest copy paired with engaging imagery to create a cohesive layout.
Solution:
Test drive registrations increased significantly with people who wanted to experience what the new M vehicles were about. Initial feelers indicated that people were apprehensive because of the new tech, but once we gave them digestible performance numbers and some beauty shots, that apprehension dissolved.
Results:
M5 Touring Launch
Challenge:
The BMW M5 Touring is a vehicle that has not been available in the United States since 2007. Since it’s been almost two decades, BMW wanted to raise awareness on the availability of a high performance wagon that wore M badges. We started ideating what that could look like
A slick, clean, and interesting email with an animated gif to create hype and excitement around the new Touring option. We opted for a dark background instead of the regular white background from their normal corporate identity to create an elusive and exclusive feeling.
Solution:
An interesting and engaging email that drove a 15% click through rate over the average rates for all emails. Knowing this was a one off, we knew going in that it would have a higher level of engagement, but we didn’t realize there would be that much interest in a wagon with 700+ hp… Or did we?
Results:
