Premium Direct Mail
Creative Direction, Writing
Challenge: Land Rover faced a conundrum. They didn’t have the captive financing arm competitors used to offer low financing, while consumers couldn’t connect the entry-level Discovery Sport to the if-you-have-to-ask Range Rover Autobiography.
Solution: Go back to Land Rover's roots in adventure, and don't spare the romance. (By which I mean Patrick O'Brien, not Danielle Steel.)
Result: Direct mail leveraging what’s arguably auto’s most romantic brand. Perspectives wrapped the entire lineup in adventures that refined how the brand viewed the world—and how it built SUVs. Meanwhile, Explore a New Direction used a functioning compass and a layered topographical map to reinforce that "the mission of every Land Rover vehicle is to help you complete your adventure."
Best part: They swashbuckled their way to a response rate 25% better than any other Landie DM campaign at the time.
But wait—there's more! To get into the details of the individual campaigns, follow the links below.