Land Rover DM CRACKER HAT by Y&R London

Adsarchive » DM » Land Rover » CRACKER HAT

CRACKER HAT

Pin to Collection
Add a note
Industry Cars, SUV & Four Wheel Drive
Media Direct marketing
Market United Kingdom
Agency Y&R London
Executive Creative Director Mark Roalfe
Art Director Tim Brookes
Copywriter Phil Forster
Released December 2010

Credits & Description

Category: Flat Mailing
Advertiser: LAND ROVER
Product/Service: AUTOMOBILE
Agency: RAINEY KELLY CAMPBELL ROALFE/Y&R
Date of First Appearance: Dec 13 2010
Entrant Company: RAINEY KELLY CAMPBELL ROALFE/Y&R, London, UNITED KINGDOM
Executive Creative Director: Mark Roalfe (RKCR/Y&R)
Art Director: Tim Brookes (RKCR/Y&R)
Copywriter: Phil Forster (RKCR/Y&R)
Account Director: Glynn Euston (RKCR/Y&R)
Designer / Typographer: Lee Aldrige (RKCR/Y&R)
Studio: Brian Fairbrass (RKCR/Y&R)
Media placement: Christmas Card - Mailings to Land Rover customer - 13th December

Describe the brief/objective of the direct campaign.
This entry was purely a seasonal branding exercise and the aim was not to drive responses but to build goodwill towards the brand with existing customers

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The Brand's reputation is built on the capability of it's vehicles and the cars are chosen for their ability to deal with any situation.
Land Rover is the authentic choice and is built for purpose.
The Solution was to combine this go-anywhere capability with a symbol that is closely associated with the Festive season-
A Christmas card was thought to be the ideal way to deliver this message- it could be both personal to Land Rover customers and is also symbolic of the time of year.

Explain why the creative execution was relevant to the product or service.
The off -road inspired "Snow Capped Christmas Cracker Hat" was born

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 entry was purely a seasonal branding exercise and the aim was not to drive responses but to build goodwill towards the brand with existing customers