Campaign Direct: Review (in association with Royal Mail)

By MICHAEL CAVERS, executive creative dire, campaignlive.co.uk, Friday, 28 February 1997 12:00AM

As more and more brands seek to develop relationships with their potential customers, I often wonder if they have ever considered that their potential customers might not be that interested. Given that they already have complex and demanding lives, they are being bombarded with upwards of 1,000 advertising messages a week.

As more and more brands seek to develop relationships with their

potential customers, I often wonder if they have ever considered that

their potential customers might not be that interested. Given that they

already have complex and demanding lives, they are being bombarded with

upwards of 1,000 advertising messages a week.



If they are to be worthy of listening to, brands need to stand out from

the crowd, entertain and allow the customer to be in control of any

relationship that develops.



Which, unfortunately, brings me to a test drive initiative from

Volvo.



(Its recent TV advertising, especially ’twister’ and its participation

in the British Touring Car Championships with an estate certainly

changed my perception of Volvo as a staid, safe car to that of a more

exciting marque.) However, for me, a very cold, clinical mailing,

offering a free cafetiere to take a test drive, destroys all the new

brand values Volvo has recently built up.



The mailing obviously comes from Volvo HQ and does not even personalise

the mailings to my local dealer - I have to ring an 0800 number to find

out where it is before I can get in touch with it. The copy is very

assumptive and the art direction sterile - maybe a strong cup of coffee

is needed for some excitement on this one.



Land Rover, on the other hand, does it with style. Its ’Test Drive Day’

invitation for the Land Rover Discovery is intriguing and relevant and

allows me to get a feeling for the brand/product, even if I choose not

to take up the invitation.



The concept of a multi-activity day, including a test drive in the

Discovery, really conveys the multi-purpose nature of the vehicle and is

supported by art direction, copy and production values of the highest

quality. I would feel very special to have been selected. Also, I’m

directed to my local dealer without having to go through too many hoops.

All in all, I’m sure the test drive day would have been a real day of

discovery.



Moving on from one multi-activity day to an altogether more involving

multi-activity challenge - becoming a member of the Territorial

Army.



These recruitment ads have plenty of impact, are involving and full of

staccato bursts of copy. You almost need to keep your head down as you

read them. The coupon is at the top of the page (where purists say it

shouldn’t be), so it’s the first thing you see but, more importantly,

it’s the last thing you read. I wonder if the fulfillment pack is

delivered by tank transporter?



Finally, Disneyland Paris’s ’Kids Go Free’ offer - great use of famous

Disney characters with a play on words in the headline reflecting the

character of the brand. One small gripe: the body copy is very factual

and could have done with a bit of the humour of the headline.



Michael Cavers is executive creative director of Limbo



VOLVO

Agency: Hamilton Wright

Client: Volvo

Objective: Encourage customers and prospects to take a test drive

Account handling: Diane Prescott and Nina Dharwar

Art director: David Nute

Copywriter: Mike O’Brien

Creative director: Mike O’Brien

LAND ROVER

Agency: Craik Jones Watson Mitchell Voelkel

Client: Land Rover

Objective: Generate incremental sales by encouraging prime prospects to

fully experience the Discovery

Account handling: Lisa Thomas, Joanne Powell

Art directors: Chris Jones, Roddy Kerr

Copywriters: Pamela Craik, Arthur Pashotam

Creative directors: Pamela Craik, Chris Jones

TERRITORIAL ARMY

Agency: Saatchi and Saatchi

Client: Territorial Army

Objective: Recruit 17- to 32-year-old men and women

Account handling: Hugh Baillie, Jamie Copas

Art director: John Messum

Copywriter: Joe Tanner

Creative director: Adam Kean

DISNEYLAND PARIS

Agency: Ogilvy and Mather Direct

Client: Disneyland Paris

Objective: Fill Disneyland Paris in the winter months Account handling:

Jon Tipple

Art director: Jack Nolan

Copywriter: Graham Mills

Creative director: Steve Harrison



This article was first published on campaignlive.co.uk

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