Market Sector: Automotive
Customer: Land Rover
Campaign: Prospect Recovery
Land Rover had no follow-up strategy for prospective customers who either enquire online, or via dealerships, about the new Land Rover Discovery.
The manufacturer wanted to re-engage these people in an innovative and individual way that complimented the prestige nature of the marque and converted enquiries into sales.
An A3, self-mailer with a response device was created that employed Personalisation+.
The client wanted to add a ‘personalised’ number plate to the car images that related to the individual name. To add a touch of realism, certain characters changed – S = 5, A = 4 and so forth. Inc Direct also had to achieve a realistic number plate effect with shadows, highlights and map the different perspectives when placed on each of the car shots throughout the mailer. This was done using photo-manipulation and XMPie technology.
