Fette Designs 2021. All rights reserved.
With slumping subscriptions coupled with increasing costs to advertise over the past decade Dinan had retreated from being an ardent magazine advertiser to simply only engaging with publications that focused specifically on its customer base. Along with The Roundel, Bimmer Magazine was a magazine that was kept in the loop with continual advertisements. It catered directly to the BMW performance customer so every door it was mailed to was a possible sale and no advertising budget was wasted on ’empty’ distribution.
Both magazines catered to slightly different segments of the BMW performance market however which meant advertising in each of those publications could be targeted to these different segments. While the Roundel was an “enthusiast” customer that was more traditional in their tuning approaches, Bimmer held a younger demographic that was more aggressive in their tuning philosophy and more liable to do what most would view as over-the-top. I recognized this very quickly and adopted an approach to advertising within Bimmer that catered to those individuals. Whereas up to that point Dinan advertising within Bimmer was generic and focused on general product lines or image it was altered to focus on specific cars or parts that most closely aligned with the more aggressively tuned crowd. These modifications were historically slow moving and expensive but with an audience that craved them sales for those tertiary parts skyrocketed.
Client | Dinan Corp
Category | Photography, Print
Year Created | 2016
Media | Adobe Illustrator, Adobe Photoshop, Adobe InDesign