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 SVAutobiography.
Solution: Go back to Land Rover's roots in adventure, and don't spare the romance.
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, Own The Adventure 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.