Financial Direct Mail Example:
JLR was on a mission to get tech-savvy by putting time-poor people behind the wheel of the new Range Rover Evoque. The agency Edit, decided to re-imagine the test-drive booking process, making it as simple as pushing a button. The target audience identified as a young, affluent, tech-savvy group that values design and premium brands. However, they are time-poor and unlikely to opt-in to email.
A luxurious direct mailpack revealed the car's alluring design and features via seductive images and copy, ending with a replica of the Evoque's stop-start button. Pressing the glowing ignition button would book a test-drive, triggering SMS and email confirmation. A multi-media campaign ran across 36 publications, 32 websites and high-impact out of home media.
- 2,000-plus test drive requested
- 5% purchased a new Evoque