Freelander 2: Perfect Fit - Wunderman London

Background

Almost every car brand offers a ‘versatile’ 4x4 right now – even though demand for them is lower than ever before.

So to differentiate Freelander 2, the agency’s challenge was to find a totally fresh idea that would grab the imaginations of all prospects – with an execution that would be as premium, elegant and well-crafted as the vehicle itself.

Idea

The agency found an inspirational truth: namely, you need a whole range of appropriate footwear in life. But Freelander 2 is the only vehicle you need, wherever you go.

So the idea uses evocative images of various types of footwear in situ – from a city brogue to a snow boot – to dramatise the all-terrain capabilities of the vehicle.

The pack included a letter and response card which invited prospects to ‘Try the car for size’ by requesting a brochure or booking a test drive.

Results

With a response rate of 7.8%, this idea certainly resonated with our target market. (Previous packs average 1.4% response – same audience, same vehicle.)

Better still, costing less than £1 a pack, this was exceptionally affordable (previous packs to this audience have cost over £5). A great result, proving that even during this difficult economic time, ideas that spark the imagination are still our most valuable currency.

Our Thoughts

The results on this are might impressive, so well done. But this is a concept I would have shot dead as soon as I saw it. We all have styles we like and those we don’t. This definitely falls into the latter camp for me. Sorry. Other people will like it and that’s fine but I think if you’re going to do the analogy thing it should have a bit more