Magazine article Marketing

DIRECT MAIL SHOWCASE: In Association with Royal Mail

Magazine article Marketing

DIRECT MAIL SHOWCASE: In Association with Royal Mail

Article excerpt

From wing mirror frames to minimalism, motor marques have found ways to grab the attention, says Ken Gofton.


Client: Nissan Motor (GB)
Agency: Tullo Marshall Warren
Distribution: Summer months
Size of 'guerrilla' mailing: 20,000

The only bit of the mirror still visible will be where the Micra's windscreen should be. The message: 'Can you see yourself in a Micra?'

About 20,000 'on-car' packs are being distributed at venues such as Manchester's Trafford Centre, Brighton's Churchill Shopping Centre and the Whitgift Shopping Centre in Croydon.

Since the beginning of the year, Nissan has run a series of mailings to support the car's launch. The guerrilla campaign has the specific objective of identifying young, affluent families who drive rival marques and who might be reaching the point of deciding on a new car.

'The target audience are people who enjoy being marketed to if it is done in an appropriate way,' says account director Nikki Winton.

The robust pack measures 8.5in by 13.5in. It includes a leaflet reflecting the 'Do you speak Micra?' ad campaign, a self-seal reply device and a questionnaire linked to a prize draw, with a holiday to be won.

'We went through about 16 potential treatments,' adds Winton. 'Different factors had to be considered.

Postmen deliver mail safely to the door. We had to think about whether the packs would blow off the cars and stand up to bad weather.'


Client: BMW
Agency: Archibald Ingall Stretton
Distribution: Early-summer
Size of mailing: Undisclosed

Inside are a one-page letter and an A3 booklet, printed on heavy stock.

In small print, the cover announces: 'All the justification you need to invest in one of life's genuine luxuries'. You turn the page and find the BMW roundel.

The next page carries the badges for two new top-of-the range models, the 730i and the 730d. Another turn and you find 'From pounds 44,560', apparently torn from a newspaper. On the back are a picture of the 730d, brief details and an invitation to visit the web site.

In a competition for the year's most minimalist mailshot, this must be a front-runner. …

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