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Industry Automotive products, services and accessories
Media Direct marketing
Market South Africa
Agency Joe Public
Creative Director Pepe Marais
Art Director Christo Kruger
Copywriter Antoinette Fourie-Johnson
Illustrator Andrew Van Der Linde, Leslie Van Der Linde
Released June 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: TRACKER
Date of First Appearance: Jun 1 2010
Entrant Company: JOE PUBLIC, Johannesburg, SOUTH AFRICA
Executive Creative Director: Pepe Marais (Joe Public)
Creative Director: Pepe Marais (Joe Public)
Art Director: Christo Kruger (Joe Public)
Copywriter: Antoinette Fourie (Joe Public)
Illustrator: Andrew van der Linde
Illustrator: Leslie van der Linde
Media placement: Posters/Direct Mailer - Mailed To Existing Database Of Insurance Sales Teams - 1 June 2010

Describe the brief/objective of the direct campaign.
In many hijackings, a driver or passenger is taken along with the car. And in many instances, Tracker actually recovers a vehicle with a person or even a pet still in it, thereby saving them from a potentially fatal situation. So, when you get a Tracker, you not only protect your car, but also yourself and your family. We were tasked to use this insight to create posters which targeted
insurance sales teams, Tracker’s largest sales avenue.

Target audience: Tracker’s existing database of insurance sales teams.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Packaged in typical poster tubes, recipients received what looked like blueprints. The blueprints, however, weren’t of cars, but of loved ones. Three different, unique blueprints were created – one of a young mother, one of a baby and one of a family dog. By showing the unique individual traits of each loved one, we sent out the following message: Cars can be replaced. Family can’t. So, protect yourself and your family with Tracker.

Explain why the creative execution was relevant to the product or service.
Tracker wanted to create posters that suited their TV campaign, which depicts a women’s life from end to the beginning, to show that Tracker can help give someone a lifetime of memories. Because the posters illustrate loved ones, and not cars, they add value to Tracker’s mission to recover much more than vehicles.

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.
As part of an integrated campaign that included TV, Radio and Outdoor, Tracker Blueprints has helped increase unit sales by over 22% since the launch of the campaign.