Land Rover Defender ‘Pull’ campaign
Land Rover
Issue 3 | July 2008
Agency
Craik Jones Watson Mitchell Voelkel Ltd.
Creative Team
David Brown - Copywriter;Jo Jenkins - Art Director
Production Team
Laurence Slater - Production Controller
Other Credits
Helen Eaton - Account Handler;Mark Buckingham - Creative Head;James Champ - Planner
Date
March 2007
Background
Production of the Land Rover Defender began over 50 years ago, and the New 2007 Defender marks the most significant enhancements to the model since its original launch - with extra strength and torque alongside improved comfort. This campaign aims to emphasise the enhanced features and reinforce the Defender’s status as the best working 4x4 that money can buy.
Idea
The pack is designed to be a tactile demonstration of the New 2007 Defender’s appeal. It features a robust, magnetised metallic leaflet, which must be pulled apart in order for the pack to open. The line across the pack reads, ‘More Torque. More Gears. More Pull.’ The reveal also shows an image of the front of the Defender, with the reverse carrying more shots of the car at work - underlining its unrivalled utility credentials. Inside a letter begins, ‘Stronger than ever. Better than ever. Same as ever.’ An email execution follows along similar lines, with the Defender ‘pulling’ the headline into view across the recipient’s screen. Respondents to both the DM and the email can register their interest in an exclusive driving event in the grounds of Eastnor Castle, Land Rover’s historic proving ground.
Results
5.3% response
Target Audience
Existing Land Rover customers and prospects, typically self-employed and small business owners
Size
40,000 packs
Our Thoughts
I have seen the ‘Pull’ idea several times before but never executed as well as this. Landrover is a rare client in understanding that production values are just as important in direct marketing as in above-the-line advertising. This pack tells you how well built Landies are before you’ve read a single word.