This document provides examples of luxury automotive brands using direct mail and interactive digital experiences to engage customers. It describes a Lexus campaign inviting customers to test drive with a "balls of steel" message, a Rolls Royce Wraith interactive brochure/iPad app, and a BMW X5 campaign that sent an invitation for a James Bond-style test drive to Porsche owners with a 72% response rate. It also mentions Mini's direct mail investments in loyal customers and Audi's use of interactive experiences. The document advocates bringing luxury brands to life through innovative direct marketing campaigns.

1. Creating automotive
luxury DM experiences
Great examples of bringing your luxury brand to life
through DM
www. dianasherling.com / dianasherling@yahoo.co.uk

2. LEXUS IS ‘HAVE YOU GOT BALLS OF STEEL?’
Invitation to test drive

3. ROLLS ROYCE WRAITH
Interactive experience: direct mail / ipad app

4. Rolls Royce
Wraith
interactive
brochure/ipad
experience
BMW X5 sent PORSCHE drivers a James Bond like MP3 with an
invitation to an exclusive and preview test drive; 72% take up from
cold prospects
Invitation to a private airfield, where the X5 was unveiled and
their comments caught on camera, their drive filmed and then
captured into a personalised DVD to take home.

5. MINI CONSISTANTLY INVESTS IN LOYALTISTS DM

6. AUDI 360 INTERACTIVE EXPERIENCES

7. BMW