Unwrap a Jaguar Direct Mail Campaign
Creative Direction, Writing
Challenge: Convince a luxury audience who would normally default to the Germans (and the favorable annual percentage rates offered by their captive finance arms) to consider Jaguar instead.
Solution: Demonstrate to the audience that the Jaguar winter sales event was more than just an end-of-year sales push—it was an invitation to something special.
Result: A three-part DM campaign. Touch 1 was the initial mailer, a diamond fold-out with a shimmering silver treatment to give the look of freshly-fallen snow. Meanwhile, touch 2 consisted of a targeted email. Finally, touch 3 presented an offer for a particular vehicle printed in silver on thick, substantial black stock, plus supporting collateral.