FIESTA LAUNCH MAILING by Team Detroit for Ford

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FIESTA LAUNCH MAILING

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Industry Cars
Media Direct marketing
Market United States
Agency Team Detroit
Creative Director Gary Pascoe, Larry Conely
Art Director Brad Smith
Copywriter Liz Newman, Peter Levin
Producer Brian Curran
Account Supervisor Denise Moczydlowsky
Released March 2010

Credits & Description

Category: Flat Mailing
Advertiser: FORD MOTOR COMPANY
Product/Service: AUTOMOBILE
Agency: TEAM DETROIT
Date of First Appearance: Sep 10 2010
Entrant Company: TEAM DETROIT, USA
Creative Director: Gary Pascoe (Team Detroit)
Creative Director: Peter Levin (Team Detroit)
Creative Director: Larry Conely (Team Detroit)
Copywriter: Liz Newman (Team Detroit)
Copywriter: Peter Levin (Team Detroit)
Art Director: Brad Smith (Team Detroit)
Producer: Brian Curran (Team Detroit)
Account Director: Lynn Banas (Team Detroit)
Account Supervisor: Denise Moczydlowsky (Team Detroit)
Account Executive: John Hitt (Team Detroit)
Direct Mail Operations: Tom Garner (Team Detroit)
Media placement: Direct Mail - Not Applicable - 10/9/2010

Describe the brief/objective of the direct campaign.
The national Fiesta campaign is built around the theme line, “It’s a pretty big deal.” Simply put, we needed to express that theme in this direct mailing targeted to current and former Ford owners plus Fiesta hand raisers.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
In the TV ads, an actor would push the start/stop button on the car and the world around them would suddenly begin to brim with a series of choreographed scenes that would explain the features that make Fiesta noteworthy. We chose the final screen from that ad and put our own direct mail spin on it to give it more surprise in this medium.

Explain why the creative execution was relevant to the product or service.
The result of our brainstorming was the Fiesta Pop-Up. The cover asks the question if 15 class-exclusive features in Fiesta are a pretty big deal. Once opened, the last scene of the TV spot comes to life as the car and the unicyclists pop up and answer the question that, “yep, it’s a pretty big deal.” Doing this gave the Fiesta campaign a unique feel no matter the medium in which it was presented.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
This mailing generated 12,000 vehicle sales, resulting in $3.5 million of profit with an 80% ROI.