Land Rover | Premium Direct Mail

Challenge: Land Rover faced a conundrum. They didn’t have the captive financing arm competitors used to offer low interest rates, while consumers couldn’t connect the entry-level Discovery Sport to the if-you-have-to-ask Range Rover Autobiography. So how do we make the connection across the brand, and make it so strong buyers would overlook the low interest rates of Land Rover’s competitors?

Solution: Go back to Land Rover's roots in adventure, and don't spare the romance. (By which I mean Patrick O'Brien, not Danielle Steel.)

​Result: Direct mail leveraging what’s arguably auto’s most romantic brand. Perspectives wrapped the entire lineup in adventures that refined how the brand viewed the world—and how it built SUVs. Meanwhile, Explore a New Direction used a functioning compass and a layered topographical map to reinforce that "the mission of every Land Rover vehicle is to help you complete your adventure." 

Best part: They swashbuckled their way to a response rate 25% better than any other Landie DM campaign at the time.