Land Rover

A data-gathering campaign from focus group-phobic Land Rover customers won Craik Jones Watson Mitchell Voelkel a bronze in the consumer direct mail (low volume).

Land Rover

Craik Jones Watson Mitchell Voelkel

THE TEAM

Jo Jenkins – Art Director David Brown – Copywriter James Champ – Planner Helen Richards – Board Account Director Helen Eaton – Account Director Andrew Newell – Data Planner Janet Campbell – Production Manager Isabel Colley – Account Director

WHAT IS WONDERFUL ABOUT THIS WORK?

We enlisted independent, strong-minded individuals who wouldn't be seen dead in a focus group to give their opinion via a celebration of the Defender and its drivers. Response was double what we predicted at 11%.

CAMPAIGN OBJECTIVES

Very little...

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