Invite potential BMW 7 Series drivers to take a test drive. Market research had found out that BMW 7 Series drivers have a passion for innovative technologies. Which is why we did not focus on the BMW 7 Series itself, but rather on BMW Night Vision, the thermal imaging camera exclusive to the BMW 7 Series. It lets you see what’s coming sooner. This benefit was illustrated by printing the letter on the outside of the envelope.
Agency: Jung von Matt, Germany.