The mailing, by Craik Jones Watson Mitchell Voelkel, targets cold prospects with an invitation to test drive the Freelander. Its "breathe" creative focuses on the idea that drivers can use the Freelander to escape from the daily grind.
Craik Jones has used the format of the mailing, a tightly packed and small envelope that reveals a poster which opens out to reveal a Freelander driving through a vast expanse of water, to convey the vehicle's values.
The envelope uses the copyline: "Feeling squeezed, cornered, crowded, hemmed in? On one side of the poster is copy and visuals emphasising the values of fun, style and youthfulness. "Breathe appears on the other side along with the visual of the vehicle driving across water.
Creative attempts to use small amounts of copy while offering the chance to experience a day of off-roading in Land Rover vehicles with a prize draw. This offer is communicated with a small envelope included in the mailing that asks recipients to submit personal details in exchange for entry to the prize draw. Craik Jones will add these details to Land Rover's database.
The mailing was art directed by Leigh Roberts and Rebecca Rae was the copywriter.