Land Rover’s Direct Mail Builds Inspiration
Wouldn’t it be cool to build your own car and then set out on adventures around the world? That’s the premise of a direct mail promotion that’s short on details but long enough on inspiration.
Mailer Name: Land Rover North America
Date Mailed: November 2014-April 2015
The front panel of this 4-1/2”x10-1/2" self-mailer shows one of the company’s vehicles entering a mountainside tunnel, taking full advantage of its vertical design orientation. The tagline, “Best Local Routes,” seems a bit cryptic, until you open the wafer-sealed folds.
The mystery’s explained, at least a bit, by the physical map of the world spread across the inside two panels. “RETHINK ‘LOCAL’,” it advises. The single item in the legend explains: “1 inch=32,674 adventures.”
They open to another set of four panels with a high-gloss finish that carry the adventure theme forward. The first one creates more word pictures, like “Climbing mountain passes and descending canyon trails” before moving on to talk about how a customer can build their vehicle online by choosing their model, and “interact with every aspect of it”, like colors, designs, and features.
The remaining three panels showcase three models on high-gloss paper, each in a different adventure setting. A brief description runs down some features of the vehicle shown and how it’s suited for the background environment in the image.
Drawing on emotional benefits in direct mail, especially for a company with a strong brand identity, is more important than focusing on technical features or price.