For a BMW driver, the end of a lease is more than just the opportunity to get a new car; it’s a chance to reinvent themselves, to write the next chapter in their story. The DM package, with a personalized letter/bookmark nestled inside a blank notebook, drove to the specially designed End of Lease site, which helped clients determine what to expect in the coming months as their lease ended. Calendar integration helped simplify the transition, and links to the latest BMW models encouraged consideration. A decade later, the headline and main copy are still being leveraged on the website; proof that great insights stand the test of time.