Remarkable efficiency
Orchestrated by the agency Edit and Spark44 (London, UK), the Land Rover mail campaign for its Defender achieved exemplary results with a 25% response rate and a prestigious return on investment: 2,455 requests for information on the vehicle were recorded and 431 sales were made following receipt of the mailing.
A playful personalization
The specificity of the vehicle Defender of Land Rover is the high degree of customization of its options: about 120 possible configurations. The idea of a mailing in the image of the car's concept therefore appeared naturally. And so the brand's prospects received a box containing a booklet with a set of stickers, allowing them to imagine the model of their choice and to preview the different uses by sticking their own options directly onto the brochure.
In addition to the fact that prospects have responded very well to the " Build your own Adventure " and that the positive comments on social networks were numerous, the strength of this communication lies in the positioning of the target as an actor.
This campaign was broadcast in 2021, during a period of confinement on British territory resulting in an inability to physically discover the vehicle.
