Ford DM SEEMS ORDINARY...UNTIL YOU LIFT IT by Wunderman Cologne

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SEEMS ORDINARY...UNTIL YOU LIFT IT

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Industry Cars
Media Direct marketing
Market Germany
Agency Wunderman Cologne
Executive Creative Director Uli Büsgen
Creative Director Monika Neumann
Client Service Director Marion Arndt
Released January 2011

Credits & Description

Category: Flat Mailing
Advertiser: FORD
Product/Service: CAR
Agency: WUNDERMAN
Date of First Appearance: Jan 21 2011
Entrant Company: WUNDERMAN, Cologne, GERMANY
Executive Creative Director: Uli Büsgen (Wunderman)
Client Service Director: Marion Arndt (Wunderman)
Creative Director: Monika Neumann (Wunderman)
Senior Art Director: Thomas Lang (Wunderman)
Senior Copywriter: Christian Löck (Wunderman)
Account Manager: Nico Zimmermann (Wunderman)
Media placement: Direct Mailing (Offline) - Postal Delivery - 27.01.2011

Describe the brief/objective of the direct campaign.
When it came to promoting the Ford Ranger at the beginning of 2011, it was not difficult to find the car’s USP. Easily towing 3,000 kilograms, the potent pick-up leaves all competitors far behind. But how to exemplify a number like that? How to demonstrate the astonishing power slumbering in a car, that actually looks quite “normal”?

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We sent a mailing that looked quite “normal” – but really packed a punch. The mailing’s format was a standard one; its envelope is white and inconspicuous. Everything seemed ordinary … until you lifted it. When you did, you found out, there was more inside than you expected: a 1 kilogram metal plate. The embossed lettering on its front announces: “3,000 x 1 kg tractive force: FORD RANGER”. To go into detail there was a letter and a leaflet with further information. The easiest and at the same time most impressive way to demonstrate weight – is weight.

Explain why the creative execution was relevant to the product or service.
We do not only advertise weight and strength - we put it into the customer’s hands!
The metal plate also makes it obvious that the Ford Ranger is unquestionably built tough!

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.
To date the mailing gained a response rate of 2.2 % – a pretty good result by now. And it definitely had a heavy impact on raising awareness for the Ford Ranger!