AIS pushes 7 Series models with minimalist mailing

LONDON - Archibald Ingall Stretton is adopting a minimalist approach to car selling with a new mailing for BMW.

The pack is designed to promote two new models in the BMW 7 Series range, the 730d -- the first diesel 7 Series car -- and the 730i.

It comprises a four-page booklet. The opening page features the line "all the justification you need to invest in one of life's genuine luxuries" against a white background.

This justification is revealed on the second page, which features only a tiny BMW logo. The third contains the words "730i" and "730d", while the fourth features a cutting from a newspaper that reads "from £44,560".

The pack attempts to solicit test drives out of company directors and businessmen, as well as owners of luxury cars and existing 7 Series drivers.

The mailing was art directed by Steve Stretton and Ricard Gorton-Lee, and written by Matt Morley Brown and Neil Harris.

Emma Shelton-Smith, account director at AIS, said: "The understated but confident design reflects the tone people associate with BMW."

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.

Topics

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).