Craik Jones creates test drive mailing to promote Freelander

Land Rover is using direct mail to attract new drivers to its Freelander marque.

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.


Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).