CAMPAIGN DIRECT: MY BEST SHOT - Kevin Frost

It was one of those rare occasions when the below-the-line agency is given free rein. No visuals or themes to follow.

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 UK.



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.



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