Painting German Cars in British Colours
Emil Frey AG
Issue 46 | April 2018
Agency
Agentur am Flughafen
Creative Team
Creative Direction: René Eugstair Art Direction: Dominique Rutishauser Graphics: Valeria Hörler Text: Patrick Lindner Consultation: Miriam Egli Coordination: Julia Lüchinger Production: Max Eugster
Other Credits
Emil Frey AG: Managing Director: Bruno Eugster Sales Adviser: Patrick Bobleter Marketing: Daniela Bühler
Date
August 2016
Background
Emil Frey AG St. Gallen, Eastern Switzerland's biggest Jaguar and Land Rover dealer, wanted to convince the owners of German motors to switch to these prestigious British brands.
Idea
Sales representatives at Emil Frey combed parking lots across the region to find cars made by German manufacturers, noted their registration numbers, then used the Autoindex database to find the addresses of the cars' owners. They then sent the owners an elegant black box with a small pot of car paint in original British racing green. The German car owners were encouraged to paint their own car green for that British driving experience or – better still – to pay a visit to Emil Frey and test-drive a quintessentially British car.
Results
Mailshots were sent out in a number of batches and followed up with a telephone call. As a result, 9 per cent of those receiving a mailshot signed up for a test drive.