With an objective of addressing challenging enquiry levels for the Jeep Renegade, we piggy-backed on the noise surrounding Black Friday to target new and existing prospects with a strong finance offer. The result was Jeep’s best performing direct mail campaign in 2015.
Awareness. Consideration. Evaluation. Purchase.
The challenge We were acutely aware of the high noise levels during this popular retail period and the concern that our message would be lost among the “clutter” filling prospects inboxes. We also wanted a way to extend the lifetime of our tactical message so that it would be equally relevant after Black Friday and allow us to use the messaging once everyone else had moved on.
The insight Jeep Renegade’s ‘attitude without arrogance’ tone of voice provided an opportunity to be different, to go against the crowd and to use the personality of the brand to challenge the whole ethos of Black Friday.
The work Our campaign headline of “It Doesn’t Have to be Black. And it doesn’t have to be Friday.” showed that with the range of colours and length of the finance offer available, the fun didn’t have to stop. And it didn’t have to be just black. Equally importantly, it gave us permission to promote the Q4 offers beyond Black Friday.
We developed a suite of communications that promoted the core quarterly finance offers, the upweighted Black Friday tactical finance offer and also the range of colours that would help prospects stand out from the crowd. Promoting the message across multiple channels, we targeted prospects via national offline press & online display advertising, dealer Facebook & premium display, warm and cold prospect targeted eDM and DM activity.
The results In terms of direct sales rates, the campaign proved to be Jeep’s best performing direct mail of 2015.