Tea Party
Land Rover
Issue 6 | July 2008
Agency
Wunderman/YR Brands
Creative Team
Anthony DiBiase - Executive Creative Director;Michael Davis - Creative Director;Nick Rooth - Associate Creative Director;Imke Daniel - Senior Art Director;Ronnie Lee - Copywriter
Production Team
Sharon Spear
Other Credits
Elayna Rocha - Art Buying
Date
Winter 2007
Background
The brief called for communicating the arcane details and considerable tax advantages of buying a new Land Rover to a target audience of small business owners and persuading them to purchase.
Idea
In 1773, the US began the fight for independence when a group of colonists rebelled against paying high taxes on tea. Ever since, tea and (non payment of) taxes have been closely linked. The agency used this as the way of dramatising the proposition in mail and at Auto Show events. Prospects were encouraged to enjoy a cup of tea created by the original importer/victim of the infamous incident in Boston harbour and learn about Land Rover vehicles and their potential tax benefits.
Results
The campaign generated $1.54 for every $1 invested, delivering an ROI of 54%. Profit to Land Rover was $415,000.
Target Audience
Entrepreneurs and small business owners.
Size
Two mail drops of 298,000 mailings each
Our Thoughts
We've all seen tea bags before but, halleluhah, in this case they're relevant. Avoiding paying tax and tea drinking have been synonymous in the US since a certain get-together in Boston Harbour. Getting together over a cuppa with your local Land Rover Dealer to save a few thousand dollars in tax made for a very attractive proposition. SH