Land Rover DM DO NOT HANDLE WITH CARE by Wunderman Frankfurt

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DO NOT HANDLE WITH CARE

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Industry Cars, SUV & Four Wheel Drive
Media Direct marketing
Market Germany
Agency Wunderman Frankfurt
Executive Creative Director Erik Backes
Copywriter Bettina Laux
Producer Helmut Homberger
Released September 2011

Credits & Description

Category: Dimensional Mailing
Advertiser: LAND ROVER GERMANY
Product/Service: LAND ROVER DEFENDER
Agency: WUNDERMAN
Executive Creative Director: Erik Backes (Wunderman)
Senior Art Director: Markus Renner (Wunderman)
Copywriter: Bettina Laux (Wunderman)
Managing Partner Account: Martin Bauer (Wunderman)
Producer: Helmut Homberger (Wunderman)
Media placement: Direct Mail - Mailing - September 15th 2011

Describe the brief/objective of the direct campaign.
Land Rover Defender is the mother of all off-roaders and differentiates on 2 important points from all modern SUVs: Firstly, it’s especially developed for missions beyond fixed roads, and secondly it has resisted all soft modernisations since 1948.
These are the messages that should be addressed to a real off-road target-group besides an invitation to a real tough test-drive.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Content-wise, visually and haptically everything the Defender stands for: The silhouette of the car on an unbreakable metal board, linked to the message ‘Do not handle with care!’
More advice on ‘How to maintain a Defender’ you’ll find on the reverse side, the invitation to a test-drive at Land Rover’s own off-road training centre is given in the letter.
The metal board linked with the line is as well the perfect metaphor for the car as it's a promise for the test-drive offer.

Explain why the creative execution was relevant to the product or service.
As mentioned: There's no tougher off-road vehicle than the Defender. This gets dramatised perfectly by the creative solution.

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.
The mailing went to 1,500 likely potential off-road drivers.
More than 800 ordered the test-drive (response rate 53%).
Due to organisational limitations up to now only 350 test-drives are done, leading to an overall sale-result of 38 cars.