H-1 1LITRE CUBE by The Jupiter Drawing Room South Africa for Hyundai

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H-1 1LITRE CUBE

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Industry Cars
Media Direct marketing
Market South Africa
Agency The Jupiter Drawing Room South Africa
Executive Creative Director Ross Chowles
Creative Director Livio Tronchin
Art Director Andrew Lang Cape Town
Copywriter James Armstrong Cape Town
Released February 2009

Credits & Description

Category: Cars & Automotive Services
Advertiser: HYUNDAI SOUTH AFRICA
Product/Service: H-1 PANEL VAN
Agency: THE JUPITER DRAWING ROOM (SOUTH AFRICA)
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: THE JUPITER DRAWING ROOM (SOUTH AFRICA), Cape Town, SOUTH AFRICA
Executive Creative Director: Ross Chowles (The Jupiter Drawing Room South Africa)
Creative Director: Livio Tronchin (The Jupiter Drawing Room South Africa)
Art Director: Andrew Lang (The Jupiter Drawing Room South Africa)
Copywriter: James Armstrong (The Jupiter Drawing Room South Africa)
Account Manager: Myles Hoppe (The Jupiter Drawing Room South Africa)
Media placement: Dimensional Mailer - Hand-Delivered To Recipients - 11 March 2009

Describe the brief/objective of the direct campaign.
As part of the launch campaign for their new H-1 Van, Hyundai needed a direct mailer to generate sales leads amongst their target market, which consists mainly of tradespeople.

Explain why the creative execution was relevant to the product or service.
Space is everything to tradespeople, who often work out of their vans. Their business is hands-on, so a hands-on direct mail piece made sense.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
What sets the Hyundai H-1 apart is its class-leading 4 000-litre load capacity. So we made volume the focus of the campaign, and created a 1-litre paper cube mailer (10cm x 10cm x 10cm).

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.
We sent cubes to 200 recipients. Projected sales leads: 60 (30%) Actual sales leads: 101 (51%) We improved client’s expectations by 21%.