How do you demonstrate the innovation and effectiveness of a direct mail campaign to a remote, online audience? Advertising agency Spark44 (now Accenture Song) needed to do this and more. Their creative and strategy teams wanted to wow ad industry judges this awards season, so they commissioned LEAP to create a video showcase for their tech-enabled mailer promoting the new Land Rover Defender.
Matt Statham, creative director said, “When creating high-end, tech-enabled mailers, it’s never easy to demonstrate the actual pack being interacted with, without it looking fussy. That’s when we turn to CGI animation and the very capable end-to-end services of LEAP”.
The mailer was designed around the new Defender’s impressive capability story – its ability to climb and descend 45° angles. Inviting prospective customers to ‘Live Life at 45°,’ the direct mail pack was created at a 45° slant with each page changing orientation to allow the story to unfold at every turn. To communicate the interactive experience, LEAP built it in CGI. The uniquely shaped booklet turns and flips in the CG environment and demonstrates the tech connected dial which mirrored the switch gear found inside the new Defender.
Recipients who had rotated the dial 45° and pressed the button triggered a call back request from a Defender expert. Bespoke radio transmission technology allowed Land Rover retailers to deliver an immediate response to the customer without the need for sign up, pre-interaction or even wi-fi and Bluetooth signals.
To complete the direct mail case study video, LEAP took the client’s attractive brand film footage and overlaid it with impressive statistics about the campaign’s success. The agency was also able to incorporate stills from LEAP’s CGI into their case study summary factsheet.
Land Rover Defender ‘Life at 45°’ recently won a Campaign Tech Award for the Best use of Tech in CRM. With a persuasive video incorporating CGI demonstration of direct mail innovation, further wins are sure to come.