Jaguar: LETTER WITH 510 HORSEPOWERS

Credits & Description:

Category: Flat Mailing

Advertiser: JAGUAR

Product/Service: AUTOMOBILE

Agency: WUNDERMAN

Date of First Appearance: Apr 1 2010

Entrant Company: WUNDERMAN, Frankfurt , GERMANY

Executive Creative Director: Erik Backes (Wunderman)

Client Service Director: Martin Bauer (Wunderman)

Senior Art Director: Markus Renner (Wunderman)

Senior Copywriter: Jens Eichhorn (Wunderman)

Account Director: Britta Wissler (Wunderman)

Art Director: Miriam Durrani (Wunderman)

Copywriter: Christian Mueller-Horrig (Wunderman)

Media placement: Mailing - Mailing - 01.04.2010



Describe the brief/objective of the direct campaign.



Brief:

Support the sales of the strongest Jaguar XK: Jaguar XKR, a sports-car with 510 HP.

Target group: Existing Jaguar customers with cars older than 2 years, people in the Jaguar prospect-database.

Strategy: High performance cars like this are bought because the power of the engine – so this should be pointed out.

In Germany the power is measured in horsepower – abbreviated PS (Pferdestärken).



Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.

Idea:

Once again: In Germany the power is measured in horsepower – abbreviated PS (Pferdestärken).

Therefore we created a letter with 510 PS. Literally.

Even if you didn’t have the opportunity for a test drive it you get an idea of what 510 PS must feel like (510 PS make a letter longer than 2 metres).



Explain why the creative execution was relevant to the product or service.

Relevance:

First time you could ever see, what 510 HP/PS really meant, demonstrating the most important reason to buy it.



Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.

Results:

1. 60% of all Jaguar XKR sales went to addressees of the mailing.

2. The share of the R-model in the XK range first time was above 50%.

3. Due to the success, Jaguar will repeat the measure in 2011 for another target-group.