Ford DM campaign sets physical challenge

by Staff, Campaign 29-Aug-08, 10:15

LONDON - Brute force is required to experience Ford's new direct mail campaign, which promotes its Ranger vehicles.

The brochure, created by Wunderman, is enclosed within a robust card pillow pack, with two tough handgrips punched through the pack at either end.

On the front of the pack, a headline reads: "Challenge: open with your bare hands."

Once pulled apart, the contents of the brochure, including pictures and information about the Ranger vehicles, become accessible.

The front cover carries the strapline: "Ford Ranger: loves challenges like you do."

Credits

Project
The Ranger challenge
Client
Hans Rutlin, CRM and internet manager, ?Ford of Britain
Brief
Promote the tough Ford Ranger by direct mail
Creative agency
Wunderman
Writer
James Nester
Art director
Chris Lawson
Exposure
Direct mail