BMW Group Central and Southeastern EUROPE (BMW CS) surprises customers: One year after a car purchase BMW drivers receive a personalized and indivualized car handover anniversary email. The email contains also a discount code for BMW Connected Drive Service or BMW Lifestyle Shop.
This campaign by BMW CS wanted to strengthen the customer loyalty and convert BMW customers into BMW evangelists in the long term. Alongside the campaign gained further achievements as the increasement of the brand awareness of BMW ConnectedDrive, sales increasement in the BMW ConnectedDrive Store and the promotion of traffic and sales in the BMW Lifestyle Shop.