Wunderman creates schoolbook mailing to back Ford Fusion

Ford has launched a direct marketing campaign for the Fusion model in the style of a school project workbook.

Created by Wunderman Europe, the two-page mailer uses children's drawings and scribbles, focusing on why the car should be given respect. The aim is to reinforce the theme of "the small car that makes you feel big".

The mailer shows people and things that the schoolchildren respect, including mum, dad, a policeman and then the Ford Fusion. Alongside the children's artwork, grown-up charts provide details of the Fusion's key features and finance. The opening line reads: "A small price to pay for a lot of respect."

The campaign is aimed at two groups - young couples who may be starting a family, and empty-nesters. Melani van Heesch, the Wunderman account director, said: "Both groups will have a strong rapport with children's drawings and school class work."

Usha Raghavachari, the Ford Fusion brand manager, added: "We need to imbue the car with a distinct personality. This piece will have a great emotional pull."

The workbook is being sent to 80,000 people, using data generated from previous Fusion programmes.

It was written by Scott Vaux-Nobes and art directed by Gary Carless.

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