AIS creates 'rivet' mail pack for BMW

Archibald Ingall Stretton has created a direct mail campaign for BMW, which extols the engineering virtues of the new 5 Series.

The campaign, which targets drivers of BMW competitor marques, is designed to support BMW's recent television advertising, which was created by WCRS.

The line "All we know about the rivet" features on the front of the mail pack. Once open, the pack reveals a rivet from the new saloon alongside the strapline: "All we know about the car, in a car." A booklet then takes recipients through various shots of tiny parts in the car, with copy explaining why each piece is so significant.

Alistair Bryan, the account director at AIS, said: "We didn't want simply to mimic the television campaign, but to build on the idea at its base instead. The premise behind the 5 Series launch is that every single aspect of the car has been created and honed using the knowledge accrued by BMW.

"We felt that, by concentrating on the single, tiny parts that make up the 5 Series, we could convey this sentiment with impact while also creating a platform for us to expand on the car's virtues."

The mail pack was written by John Vinton and art directed by Martin Lythgoe.

Richard Downes, the BMW customer marketing manager, said: "The pack builds on the launch proposition in an unusual and engaging way, illustrating the attention to detail owners expect from BMW."

Earlier this year, AIS hired the car account specialist Bryan from Craik Jones Watson Mitchell Voelkel to work on the BMW account.