Yellow Stickies Mailing
Daimler Chrysler Nederland
Issue 5 | July 2008
Agency
Proximity Amsterdam
Creative Team
Francel Verlaat - Creative Concept & Execution (art);Joost Jager - Creative Concept & Execution (copy)
Production Team
----
Other Credits
Charlotte Broekman - Communications Manager Daimler/Chrysler Nederland BV;Daniel Kok - Account Executive FHV/BBDO
Date
August 2007
Background
In the Netherlands, you pay a staggering 42% tax on a new car. Up until recently, businesses had to pay the tax too, but could reclaim the money after three months. However, advancing the full amount up front, and the loss of three months interest, was considered punitive. In early 2007, the law was amended relieving businesses of the tax altogether, and thereby making the list-price of commercial vehicles considerably lower. At that time, Proximity Amsterdam were briefed with introducing the new commercial Jeep Commander in a 'very personal' way. No longer having to advance the tax should be the winning argument…
Idea
As the amendment of the law covered all commercial vehicles, this single fact left the Commander with no real USP. So the agency decided to take a different approach. The choice for most commercial vehicles is based on the grounds of economics. However the Jeep Commander is a premium SUV. The choice for this car is based on image, heritage, performance and appearance. And, frankly, the only difference between a 'normal' and a 'commercial' Commander is the missing backseats.
Proximity therefore decided to focus on this fact as the key message. They didn't need a tailor-made mail piece. They just sent the 'regular' brochure from the local Jeep representative and added yellow post-it notes to indicate that the only real difference with the commercial Commander is that you have fewer seats and pay less tax (no tax at all).
Results
The first Commanders with a commercial license quickly sold out. Now there's a waiting list...
Target Audience
SME entrepreneurs with a professional licensed Jeep Grand Cherokee (two to seven years old), a Toyota Landcruiser, Land Rover Defender, Mitsubishi Pajero or SsangYong Rexton.
Size
1,250 mailings
Our Thoughts
With the new tax incentives for commercial vehicles in the Netherlands, it’s understandable that automotive brands would put this at the forefront of their campaigns. By cheekily amending the ‘regular’ Commander brochure with common yellow stickies, the differences between the vehicle and its ‘normal’ counterpart were shown to be cosmetic, thereby expressing the SUV’s USP – the real difference is in the price, not the quality. A clever, cost-effective solution.