AUDI POINT-OF-SALE POSTERS
Paul Fraser, copywriter Limbo
Car showrooms. Scary things. Lizards in Burton suits eyeing your every
move, waiting to pounce and make that sale. Not a welcoming environment
for Bob Customer.
Unless Bob visits an Audi Centre, that is. Its staff are receiving
training to treat customers the way they want to be treated.
This attitude change is reflected in the new-look dealerships, designed
to make people feel comfortable. Limbo added to this by leaving huge car
shots off point-of-sale posters. It feels less like a showroom. Besides,
the cars are in front of you.
Instead, the images in our 12-strong campaign were unrelated to selling
cars. This is so they work simply as pictures on the wall to make the
place feel more welcoming - like someone’s front room (albeit a front
room with cars parked in it). Then, on closer examination, Bob Customer
discovers they bring attention to interesting facts about the Audi and
the innovations that set it apart from other manufacturers. These facts
bring the reader closer to the brand, helping to develop a relationship
(that’s what our creative planner says).
marketing dinosaurs say, ’but what about the response?’ Well, customers
keep asking if they can take copies home.
RENAULT ESPACE PREMIER LAUNCH PACK
The next generation Renault Espace needed to sell at a premium price in
its sector so the campaign’s tone of voice had to be suitably
The car looked best in silver, so this was selected as the identifying
colour for all mailings: pre-launch teaser, ’interest-keeper’, launch
mailing and then a sequence of ’range extension’ announcements to keep
up the dialogue.
It was cost effective to make the launch mailing a sort of armchair test
drive, with a wealth of cardboard engineering that echoed the innovative
features of the Espace itself.
Potential customers could experience the interior of the car and its
benefits in an inviting, tactile way. We knew children were more
influential in the choice of an MPV than in other car sectors, hence the
The Espace has more than met its sales targets, even with the premium
price, and with no above-the-line support.
NISSAN NEW BRANDING MAILING
Mike Cavers, creative director Payne Stracey
To convey the new Nissan brand positioning - dura-bility, quality and
reliability - we needed to communicate the build quality that goes into
every Nissan by bring-ing to life some of the thousands of tests it
undertakes on its cars.
We developed a format capable of revealing facts one by one in the order
we wanted the consumer to digest them. We also used this as a carrier
for other tailor-made information including price, spec and
Views of the car carry a repeat pattern of icons to symbolise a key
consumer benefit. Handcuffs are used to dramatise the fact that Nissan
uses ex-car thieves to test its
The large areas of flat colour were used to show the colour range of the
model and also to act as the message carrier for the key facts about the
Overall, the success of this programme lies in its clarity of thought
and single-mindedness of message.
This helped to make it simple for consumers to understand an effective
piece of direct marketing.
TOYOTA AVENSIS LAUNCH MAILING
Andy Blackford, creative director Grey Direct
I chose our Avensis mailing on grounds unrecognised by most creative
directors - namely, it worked.
Also, we thought it up all by ourselves. To the layman, this may seem
unremarkable. But what usually happens is, the ad agency spends pounds 5
million on a campaign dripping with sophistication and production
values, then the direct marketing agency photocopies it on to 90gsm
recycled paper and stuffs it in an envelope for 50p.
Moreover, we agreed with our client that, instead of blasting off
millions of mailshots at a random sample of the human race -
five-year-olds, convicted murderers, the blind - we’d be more selective
and sophisticated in our targeting than most DM agencies.
The Avensis was Toyota’s most important launch of the decade. We made a
case for a loose interpretation of the campaign line. Very loose. We
presented the new car as the automotive representative of the seven
The pictures are pretty, the copy’s witty, it pulled like a train and
the client nearly ran out of cars.
Our only disappointment: they wouldn’t let us say ’deadly’. But that’s
life, I suppose. Or rather, death.
FORD DEALER INTERNET MAILING
Charles Webre, creative director WCJ
As you can imagine, telling car dealers that they now have to worry
about the internet as a marketing medium isn’t exactly the message they
want to hear.
Running a dealership is time-consuming enough. However, more and more
people are basing their purchases on information they get from shopping
around on the net. This pack makes it easy for them to see the value of
the internet, likening it to their dealership window.
Start talking to your typical franchise owner about servers, html codes
and software and his eyes will start glazing over, so we kept the
language and ideas simple. Show him what internet marketing really is,
namely a new showroom window, and it becomes significant. We used clear
plastic to recreate the feel of a dealership window - complete with a
boy’s nose pressed up against it. The copy tells the dealer we’ve built
a site and will update features over time.