1 Litre Cube - The Jupiter Drawing Room, Cape Town
Hyundai
Issue 12 | September 2009
Agency
The Jupiter Drawing Room, Cape Town
Creative Team
Creative Director: Livio Tronchin, Copywriter: James Armstrong, Art Director: Andrew Lang
Production Team
Imraan Abader
Date
March 2009
Background
After the launch of the new H-1 Panel Van, Hyundai needed an inexpensive direct mail piece to encourage test drives among fleet managers, tradespeople and small business owners. The Panel Van’s main selling point is its 4000-litre load capacity, one of the biggest in its class.
Idea
4000-litres of load space is big. To illustrate this, we sent recipients a mailer that was folded into a 1-litre cube (10cm x 10cm x 10cm.) When the cube was unfolded, it invited them to imagine what they could do with 4000 litres of space and provided contact details for a test drive in their area.
Results
Not known
Our Thoughts
No matter how good the South African post is, I doubt this little piece would arrive with the recipient the way the creatives intended it. But, assuming it did, I think it’s a solid (excuse the pun) little job. Demonstrations work. Show me, don’t tell me. And these guys did.