Land Rover DM 1,284 TRAFFIC LIGHTS by Wunderman Berlin

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Industry Cars, SUV & Four Wheel Drive
Media Direct marketing
Market Germany
Agency Wunderman Berlin
Executive Creative Director Erik Backes
Released April 2009

Credits & Description

Category: Flat Mailing
Product/Service: FREELANDER TD4_E
Date of First Appearance: Apr 1 2009 12:00AM
Entrant Company: WUNDERMAN GERMANY, Frankfurt , GERMANY
Executive Creative Director: Erik Backes (Wunderman)
Senior Art Director: Markus Renner (Wunderman)
Creative Supervisor Copy: Gregor Burk (Wunderman)
Accounts: Vanessa Mckay (Wunderman)
Media placement: Mailing - Mailing - 01/04/2009

Describe the brief/objective of the direct campaign.
The task was to increase sales of the Land Rover Freelander with new Stop-Start Automatic feature. If you stop in the Land Rover, the engine is switched-off automatically. Advantage: less fuel-consumption, less carbon-dioxide emission. The target-group were almost all located in urban areas, making the message of "saving money in city-traffic“ of special relevance. Target audience: Land Rover owners: Drivers of Freelanders who have owned a vehicle for more than 2.5 years, We utilised a Land Rover database in order to determine who had tested a Freelander within the last 4 years, without a purchase. Marketing strategy: Communicate the new technology on a consumer relevant level to gather leads. This information was subsequently handed over to the dealers so they could sell cars.

Explain why the creative execution was relevant to the product or service.
'Saving fuel at traffic lights with a Stop-Start-Automatic isn't new to consumers'. The slogan highlights that you would not ordinarily notice that you would need to Stop and Start driving around your home town, so it highlights the benefits of the new product.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
There are 1,284 opportunities to save money in Frankfurt. (or Munich, Berlin, Hamburg ...) The key element of this campaign is the city-map of the town the recipient lives in which shows all the traffic lights. So we demonstrate the key benefit of the car with the best possible local relevance for the consumer. Consumers reponded by ordering testdrives at the local dealership.

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.
Circulation of mailing: 20,000 Sold cars: 835 Cars sold to mailing recipients: 434