Land Rover DM FROM THE ENDS OF THE EARTH by Y&R Kuala Lumpur

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FROM THE ENDS OF THE EARTH

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Industry Cars, SUV & Four Wheel Drive
Media Direct marketing
Market Malaysia
Agency Y&R Kuala Lumpur
Creative Director Gigi Lee
Designer Yuet Kie
Account Supervisor Bryce Whitwam
Released March 2011

Credits & Description

Category: Flat Mailing
Advertiser: JAGUAR LAND ROVER
Product/Service: AUTOMOBILE
Agency: Y&R MALAYSIA
Date of First Appearance: Mar 1 2011
Entrant Company: Y&R MALAYSIA, Kuala Lumpur, MALAYSIA
Executive Creative Directors: Edward Ong/Nils Andersson/Badong Abesamis (Y&R Malaysia / Y&R China / Y&R Philippines)
Creative Director: Gigi Lee (Y&R Malaysia)
Copywriters: Edward Ong/Nils Andersson (Y&R Malaysia / Y&R China)
Art Directors: Jay Santiago/Chiqui Luzarraga/Yuet Kie (Y&R)
Designer: Yuet Kie (Y&R Malaysia)
Account Supervisor: Bryce Whitwam (Y&R China)
Advertiser's Supervisor: Scott Dicken (Jaguar Land Rover)
Media placement: Direct Mail, Regular Postage - Envelopes - March 1, 2011

Describe the brief/objective of the direct campaign.
Tell prospective customers about the awesome capability of the new Freelander 2, and how it is able tackle the world's most challenging terrain.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Send the product brochure from the furthest corners of the globe, and literally show people how far the Freelander 2 can take them.

Explain why the creative execution was relevant to the product or service.
Land Rover's tagline is 'Go Beyond'. It is a vehicle that will take you to the furthest lands and beyond. How better to communicate this than to send our prospective customers a brochure from the ends of the earth.

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.
Walk-ins up 7%.
6% increase in unique visitors to landrover.com.cn.
Caller enquiries target exceeded within the first 3 months.
Leadership position of Land Rover firmly established.