SEE WHAT'S BEHIND WITHOUT TURNING AROUND! by Wunderman Vienna for Land-Rover

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SEE WHAT'S BEHIND WITHOUT TURNING AROUND!

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Industry Cars, SUV & Four Wheel Drive
Media Direct marketing
Market Austria
Agency Wunderman Vienna
Executive Creative Director Tom Krutt
Creative Director Gerd Haselsteiner
Client Service Director Natalia Bublik
Released September 2010

Credits & Description

Category: Flat Mailing
Advertiser: LAND ROVER
Product/Service: AUTOMOBILE
Agency: WUNDERMAN VIENNA
Date of First Appearance: Sep 1 2010
Entrant Company: WUNDERMAN VIENNA, Vienna, AUSTRIA
Executive Creative Director: Tom Krutt (Wunderman)
Creative Director Art: Silvia Rodler (Wunderman)
Creative Director: Gerd Haselsteiner (Wunderman)
Graphic Design: Julia Deinhamer (Wunderman)
Client Service Director: Natalia Bublik (Wunderman)
Media placement: Direct Mailing - Mail - September 2010

Describe the brief/objective of the direct campaign.
Parking and reversing were notoriously complicated and awkward in a boxy car like a RANGE ROVER. Female drivers in particular have been put off by this in the past.
Turning around and aiming at your parking space has now become history in a RANGE ROVER. Look straight ahead, drive backwards and see everything that’s behind you. That‘s how it works - Rear-View Camera is standard equipment in the new Range Rover. Agency brief: communicate this new standard feature in a cheap and simple letter.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our idea: simple communication of complex technology in a low-tech medium - a letter. The entire text is printed in mirror writing on the reverse side of slightly translucent paper. By holding the letter against the light one can read the letter without having to turn. "See what’s behind without turning around" – the key feature of the RANGE ROVER‘s new Rear-View Camera, perfectly communicated.

Explain why the creative execution was relevant to the product or service.
It's so simple and therefore so incredibly impactful. Within the tight limits of the budget it's just like an entire campaign distilled to the absolute quintessence unique and fundamental as the RANGE ROVER brand itself. The execution shows understatement and exclusivity at the same time. 100 % brand DNA, 100 % Land Rover style, 100 % worthwhile.

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.
• Mail sent to 8.000 RANGE ROVER drivers and drivers of competing luxury car brands, mostly selected female target groups!
• An 8.5% response rate – almost three times higher than the automotive Industry’s average of 3%.
• Well over 300% higher than target - during a time of declining 4x4 sales.
• Better still: this package was exceptionally affordable, costing only 39 Cent/piece.
• 14 cars were sold directly to recipients of the mailing = a revenue of 120.000 Euro/vehicle
• Total costs of 3.120 Euro generated total revenue of 1.680.000 Euro!