Land Rover Defender - 'Don't Handle with Care' direct mail case study

Land Rover wanted a direct mail campaign that would convince UK farmers to test drive a Defender 4x4. Land Rover's creative agency, Wunderman London, came up with a direct mail pack as tough as the vehicle it was plugging.

Printed on heavy duty paper, the mailer featured pictures of the Defender tackling some of the challenges a farmer faces:  scrambling up rocky hillsides, splashing through muddy fords and pulling a trailer piled with haybales. 

The mailer was stamped with faux warning messages, such as 'not fragile', while the accompanying copy praised the vehicle's technical spec.

More than 1,000 people requested a test drive after receiving this direct mailer. To find out more, download the case study below.