MODERN ENGLISH by Wunderman Frankfurt for Land-Rover

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MODERN ENGLISH

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Industry Cars, SUV & Four Wheel Drive
Media Direct marketing
Market Germany
Agency Wunderman Frankfurt
Executive Creative Director Erik Backes
Client Service Director Martin Bauer
Released February 2010

Credits & Description

Category: Flat Mailing
Advertiser: LAND ROVER
Product/Service: AUTOMOBILE
Agency: WUNDERMAN
Date of First Appearance: Mar 1 2010
Entrant Company: WUNDERMAN, Frankfurt , GERMANY
Entry URL: http://77.72.164.70/wm/einreichungen2010/landrover/rock_me/400x400_banner/de/index.html
Executive Creative Director: Erik Backes (Wunderman)
Client Service Director: Martin Bauer (Wunderman)
Senior Account Manager: Vanessa McKay (Wunderman)
Senior Art Director: Markus Renner (Wunderman)
Senior Art Director: Matthias Herceg (Wunderman)
Senior Copywriter: Jens Eichhorn (Wunderman)
Media placement: Mailing - Mailing - 01.03.2010
Media placement: Banner - Internet - 01.03.2010
Media placement: Freecards - Outdoor - 01.03.2010
Media placement: Radispot - Radio - 01.03.2010

Describe the brief/objective of the direct campaign.

Brief:
Selling-campaign for Land Rover Freelander XE. 25.900 € make the car the lowest priced Land Rover, positioned directly against competitors.
But: Nobody buys a Land Rover because it’s cheap, but for emotional, hedonistic reasons. And in this area the Freelander lacks – up to now, there wasn’t a communication focusing on the emotional relevance for the consumer, positioning the car against other “illogical” cars like convertibles or SUVs.
Therefore instead of a “best offer ever” mailing we set focus on a strong, competitive and differentiating idea and positioning.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Idea:
Typical British, indestructible – that’s true for every Land Rover. For the Freelander we gave these attributes a new meaning. No more “merry old England” with foxhunting and five-o-clock tea. But “This car really rocks!” – snotty, bold, provoking.
The mailing was designed as a classical 17”-single-album, bringing the idea to life.
The sound was added on response: For the test-drive one could order a personal soundtrack on CD, handed over at the dealer.

Explain why the creative execution was relevant to the product or service.
Relevance:
“Modern English”, “Rock me, I’m British” or “England 4x4ever” gave the Freelander the positioning it lacked up to now. Obviously in a way that consumers had been waiting for – otherwise the tremendous success of the campaign can’t be explained.

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.
Results:
The most successful Land Rover campaign ever in Germany.
The mailing had a circulation of 25,000 – and brought 5,000 people to the dealers.
400 cars should got sold. Done after sending out the mailing.