Land Rover Defender, The Journey Unfolds, DM UK
DIRECT MAIL
We needed to laser focus on DEFENDER customer retention and fend off competition from other SUV brands appearing in the sector.
The new Defender campaign ‘The Journey’, saw vehicles demonstrating their dynamic driving capabilities across extreme environments.
To drive sales, we created an interactive DM piece of the global film ‘The Journey’, that would take customers on not one, but four separate DEFENDER journeys.
A unique fold-out design created 4 different ‘journey’ orientations for the Defender 90, 110, 130 and OCTA across 4 different epic landscapes. On the rear side of each fold out, innovative design features were explained.
Using smart data, we were able to identify and target over seventeen thousand customers who were most likely to purchase.
The fully recyclable pack was the perfect example of how to showcase all 4 DEFENDER variants in one execution. At the end of each journey, a QR code led to a different digital experience, where each model could be configured in the specific environment.
The piece wasn’t just smart. The results were outstanding:
17,283 Packs sent
3,609 leads generated
Leading to the sale of 143 Defenders
£77.8 million in revenue
320:1 Return on Investment
The Journey Unfolds’ direct mail pack was so successful in the UK, another global journey has already begun with further overseas roll out planned throughout 2025.
AWARDS
2025 DMA Gold - Best use of Mail
2025 DMA Silver - Customer Journey
2025 DMA Shortlist - Automotive
