Direct > Use of Media
SAND CAR
BBDO CHILE, Santiago / MITSUBISHI / 2009
Awards:
Overview
Credits
Overview
Audience
RESULTS:Out of 20,000 people who received our mail, nearly 15% said that they approached a Montero car dealer after receiving this delivery.149 units of the new Montero were actually purchased by people who received our mailing.
ClientBriefOrObjective
BRIEF:The latest Montero to be launched into the market was the 2004 model, and that was already four years ago. Therefore, high expectations were raised among Montero owners who awaited the arrival of the new Montero into the national market. This was reinforced by the fact that our target normally changes a car every three years. We had to excite them with the arrival of the new Montero Sport.
Execution
CREATIVE SOLUTION:We sent a piece of mail to our database including all owners of a Mitsubishi Montero. They received a white envelope containing a blank piece of glued paper and a little bag full of sand. People opened the bag, spread the sand over the glued paper and once it was removed from the surface, the new Mitsubishi Montero Sport was shaped out of sand.
Relevancy
RELEVANCE OF THE CREATIVE ACTION:We made our target group anxious to know the new Mitsubishi Montero.Another highlight of this action was that it kept a perfect harmony with the historic values of the brand, which have turned it into an icon of 4 x 4 and outdoor experiences.
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