Cannes Lions

FORD TRANSIT CONNECT

WUNDERMAN VIENNA, Vienna / FORD / 2004

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Overview

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Credits

Overview

Description

In order to convey key benefits of the Ford Transit Connect, we use a well known symbol: the long-stretched-out 'Long Vehicle sausage dog'. The dog can be shortened by its own mechanic – a humorous peg for the advantages of the Ford Transit Connect (truck-capacity and passenger-car-dimensions). This symbol is the main element and frontpiece of the information folder, which is sent together with a response card.

The recipient learns all the facts inside the direct mailing and can request a sample price, delivered to his address, or book a test drive. Catalogue and price list can also be ordered by mail.

Outcome

The direct mailing was sent out to nearly 6,000 prospects from which 1,000 leads were generated and 158 sample charges were ordered.

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