The BMW 7-series is a luxury car designed for those who sit in the back seat; the target market is niched into those that have chauffeurs in the city of Jakarta. The target is a high level executive who is time strapped and seldomly watches TV, pays attention to outdoor adverts and even has little time social networking. How do you reach the unreachable? What we do know is our executive is in back to back meetings from breakfast to dinner. These meetings tend to take place in five star hotels and restaurants. When paying the bill after a meal we introduced them to the BMW 7-series on a tablet inviting them place their name and number down so they could be contacted by their local dealership. This personal touch resulted in 25% more cars being sold. The tactic ensured that each test drive was a quality contact as sale conversions rose from 32% to 58%.