Bulldog
Land Rover
Issue 1 | July 2008
Agency
Craik Jones Watson Mitchell Voelkel
Creative Team
Vaughan Townsend - Copywriter ;David Brown - Copywriter;Jo Jenkins - Art Director
Production Team
Laurence Slater - Head of Production; Janet Campbell - Production Manager
Other Credits
James Champ - Planner; Helen Richards - Board Director ;Rob Gray - Defender Communications Manager
Date
January 2006
Background
The Land Rover Defender has been in production now for more than half a century, without a real rival in terms of its ruggedness, versatility and off-road ability. However, there are cheaper utility 4x4s on the market, even if they are less capable. Craik Jones were tasked with convincing prospects that the Defender is still the most capable, sophisticated working 4x4 that they can buy.
Idea
Their target consisted of warm prospects who had expressed an interest in Defender, and had said that their vehicle replacement date would be in 2006. Research suggested that more than half of these would be self-employed, or the owners of small businesses, often working outdoors – encompassing walks of life as diverse as farmer, surveyor, boatyard owner and pheasant breeder.
To appeal to this audience, Craik Jones’ solution was to focus on what makes the Defender genuinely different: its sophisticated permanent four-wheel-drive system. Unlike most utility 4x4s, which use part-time 4WD, the Defender’s 4WD is always working.
The mailing consists of a series of stout cards, held resolutely together in four corners by bulldog clips – because ‘permanent 4 wheel drive guarantees more grip’. Factual no-nonsense copy and pictures of Defenders hard at work put the vehicle’s credentials beyond doubt.
Results
The mailing of 15,000 packs garnered 648 responses (a response rate of 4.32%). 335 of these were for test drive requests, 169 information requests and 144 prize draw entries.
Target Audience
Prospects, including small business owners and the self-employed
Size
15,000 packs