Isuzu Direct TRAIL VIEW Native VML Johannesburg

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TRAIL VIEW

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Sector Coches
Media Direct
Mercado Sudáfrica
Agencia Native VML Johannesburg
Executive Creative Director Ryan Mcmanus, Adam Robinson @ Whitehouse Post
Art Director Simon Moolman
Copywriter Ashton Hayes
Publicado mayo 2013

Creditos y descripciones

Advertiser: GENERAL MOTORS
Agency: NATIVE DIGITAL AGENCY
Category: Dimensional Mailing
Advertising campaign: TRAIL VIEW
Interactive Motion Designer: Francois van der Elst (Native)
Developer: Jamy Golden (Native)
Project Manager: Julia Parry (Native)
Project Manager: Connie Bentlage (Native)
Account Director: Spencer M'parutsa (Native)
Techinical Lead: Levon Rivers (Native)
Experience Designer: Peter Hidden (Native)
Executive Creative Director: Ryan McManus (Native)
Copywriter: Ashton Hayes (Native)
Software Engineer: Hans Liebenberg (Native)
Software Engineer: Mar-Juan Engelbrecht (Native)
Art Director/Illustrator: Nicolas Rix (Native)
Executive Creative Director: Adam Whitehouse (Native)
Art Director: Simon Moolman (Native)

Client Brief Or Objective
The OpportunityIsuzu Trail View is a Google street-view style experience that allows 4x4 enthusiasts to explore SA’s best trails online before tackling them for real. To launch the campaign, we targeted influential 4x4 ambassadors and outdoor adventurers and challenged their sense of adventure by bringing the great outdoors right into their office.

Implementation
Instead of a conventional press pack, we sent them something a little simpler and way more rugged - a rock. Collected from the trails, we delivered them with a challenge to return the rock to its original location. We recorded each rock’s precise location via GPS. They were then engraved with the recipient’s name and encased in rugged, weather worn packaging, laser-engraved with GPS co-ordinates. Each package also contained a written challenge and unique URL. The URL launched Isuzu Trail View and took the adventurers to the exact spot their rock came from.

Execution
The Isuzu Trail View website is all about discovery of the great outdoors and encouraging people to explore the beautiful trails of South Africa. We created curious rustic packages that tapped into 4x4 enthusiasts' adventurous side by challenging them to return their rocks to the trails they were removed from. The spirit of Isuzu can be found off-road which is why this Direct Mailer was such a great fit for the brand. Opening the package and finding a rock with your name engraved on it was completely unexpected and emphasised the playful side of the brand.

Outcome
Every package and unique URL was opened and each recipient got to experience Isuzu Trail View first hand. This led to additional PR as recipients tweeted, Facebooked and blogged about their surprise. It not only highlighted the utility and value of the platform in a unique way, but also gave recipients a taste of the great outdoors - opening their eyes to the opportunity of going off-road, online.