The Land Rover Escape Key
Land Rover
Issue 27 | June 2013
Agency
Y&R Dubai
Creative Team
Head of Production Amin Soltani Producer Leng Panganiban Production Manager Binnu Cherian Production Company Pixel Plus Media DeJavu Dubai
Other Credits
Business Director Zaakesh Mulla Account Manager Pierre Farra Account Manager Farid Hobeiche Account Executive Dara Al Faqih Client Jaguar Land Rover MENA Marketing Manager Jean Atik
Date
January 2013
Background
Land Rover wanted to promote the classic adventurous spirit of Land Rover to a new generation of prospective owners. The brief was to remind executives in their office cubicles in their high-rise towers that there was a life beyond the urban jungle.
Idea
Prospects were mailed the Land Rover LR4 Escape Key, a small object that allowed them to personalise their desktop PC. All they had to do was replace the Escape key with the Land Rover version and they would have a gentle reminder every working day that with a Land Rover they could at least escape the everyday.
The letter that accompanied the key invited recipients to test drive a Land Rover for themselves.
Results
2,400 mailings have been despatched, in three waves of 800 each. The number of queries almost tripled and test drive requests increased by 208%.
Most importantly, it made the Land Rover LR4 the top-of-mind 4x4 vehicle to every recipient.
Our Thoughts
I often say that the most direct response you can ever get from an idea is a smile. Imagine opening up this small package and finding the Land Rover escape key inside. Of course you’d smile because the idea is both amusing and, if you live and work in the concrete extravaganza that is Dubai today, relevant.
But it’s not a classic piece of direct mail. Classic DM is all about the offer. It appeals to self-interest and the irresistible notion of a bargain or of something for free.
This, by contrast, offers nothing except possibilities.
In other words, it is a great example of brand communication.
Because it engages through a mix of wit and physicality, my bet is that its years. It could influence a purchase decision way ahead in the future.
My advice, then: mail doesn’t have to be quite as urgent as many marketers believe it must be.