It was one of those rare occasions when the below-the-line agency
is given free rein. No visuals or themes to follow.
Just a blank sheet of paper.
Chrysler Jeep Imports planned to launch its Voyager model in the UK.
My partner, Damian Harrison, and I were briefed to bridge the gap
between the first viewing of Voyager at the previous year’s motor show
and the imminent launch.
Strategically, we proposed an integrated solution featuring dealership
support, showroom advertising, point-of- sale and a multi-stage direct
mail campaign. Creatively, we positioned the vehicle as being on its own
journey. After a decade of pounding the US roads and being refined by
Chrysler technicians, the third generation Voyager was ready to come to
The first stage of the direct mail campaign, ’The Voyage begins - the
Voyager is on its way’, com-municated the technical facts. For the
second stage, ’The Voyage continues - now it’s time to take a closer
look’, we produced a video mailer in a pack that mirrored the Voyager’s
sliding door system. Combining rushes from a recent South Africa shoot
with a soundtrack recorded by Damian, we produced a four- minute
evocation of the spirit of the Voyager.
The third stage, ’Your Voyage begins here’, was an invitation to test
drive one of only ten of the cars in the country at the time. The
campaign produced a high number of test drives and conversions, all in
advance of any above-the-line activity. But our proudest moment was
hearing how one customer had rung his dealership and, without taking a
test drive, placed an order solely on the strength of having received
his fact pack and video.And, if we ever get hold of his name and
address, he’s going on every damn list we ever work on in the future.