Land Rover
Background
Land Rover’s New Defender was their most customisable ever. Customers could tailor their vehicle with their exact requirements to fit into their busy lives. To get customers to reappraise how versatile and capable New Defender was, Land Rover needed to connect this time poor audience to specially trained New Defender experts at Land Rover retailers.
Solution
The ultimate expression of a car’s capability is being able to drive up the steepest of inclines - 45 degrees in the case of New Defender. So, Land Rover, with their agencies Spark44 and Edit, sent a mailing where everything – copy, images, format – was at a 45-degree slant. Tactile finishes replicated textures used on the vehicle and the terrains New Defender can master. A quote from explorer Bear Grylls reinforced its adventurous credentials.
When the recipient turned the interactive button (that mirrored the car’s switch gear) 45 degrees and then pressed it, it broadcast a command to Land Rover’s CRM system to send a SMS and email to the recipient confirming an expert would be in touch. It was a GDPR compliant lead generator.
To find the right audience to send this mind-bending mailing to, Land Rover identified customers who had interacted digitally with the New Defender. A machine-learning algorithm verified if they were in-market, along with affordability and share-of-driveway indicators.
Results
The tech-embedded, playful mailing successfully connected New Defender prospects with experts at Land Rover retailers, enticing 2,508 customers to speak to an expert (a response rate of 50%), and even more to enquire. Lead quality was strong, resulting in a whopping 246 sales at an ROI of 49:1.
Source: DMA Award Winner, 2021, Bronze, Best use of Mail
