BMW 7 Series Sedan:
Personalised Brochure

http://www.bmw.de

Task.

Within the context of the BMW 7 Series online configurator, a powerful CRM activity was to be developed. Interested users and potential buyers (Hot Leads) in particular were to be encouraged as they consider making a purchase.

Strategy.

An unsolicited, personalised print brochure is sent by mail to hot leads after they have configured a BMW 7 Series online. The brochure contains information and depictions of the vehicle of their choice along with an overview of equipment, images and a financing offer example. Each brochure is unique.

Umsetzung.

The BMW 7 Series online configurator supplies the contents of the personalised brochure. The vehicle images and information on the configuration selected which are included in the print brochure are provided directly using an online interface with the BMW Colouring System and the BMW eCOM base system and are enhanced by additional material such as previously prepared images from a pool of pictures.