FIESTA USB MAILING by Team Detroit for Ford

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

Credits & Description

Category: Cars & Automotive Services
Product/Service: AUTOMOBILE
Date of First Appearance: Mar 5 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)
Art Director: Brad Smith (Team Detroit)
Gail Dippong: Producer (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 - 27/5/2010

Describe the brief/objective of the direct campaign.
We needed to keep the 1,300 people who pre-ordered a Fiesta without ever driving one engaged. This record-breaking number of pre-orders meant that they were people who believed in Ford — and were willing to trust that they would love this new car — without the need of ever truly experiencing it before purchasing it. These high-value customers needed to be treated especially well so they would not cancel their pre-order due to a long wait time from order placement to delivery.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our solution was simple — a Fiesta USB. All 1,300 people who received this kept their orders. That means this direct mail program achieved a 100% success rate.

Explain why the creative execution was relevant to the product or service.
By sending a Fiesta USB, we were able to capitalize on the technological savvy being marketed in Fiesta. A high-tech vehicle deserved a high-tech and premium mailing. Beyond all that, what makes this mailing so effective is the fact that there simply is nothing like it. Those 1,300 people who received the Fiesta USB were the only ones in the world to have them.

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.
All 1,300 people who received the USB carried through with their Fiesta purchase — a 100% success. Plus, once word got out about the USBs, many Fiesta followers on Facebook posted about them and created even more buzz.