Hyundai cube direct mail case study

Marketing ROI is vital in the hard-squeezed vehicle manufacturing sector. And the South African arm of Hyundai was looking for an inexpensive way of promoting its new H-1 Panel Van. The automotive company turned to the Jupiter Drawing Room in Cape Town for a way of encouraging small business owners and fleet managers to sign up for test drives.

The van’s main selling point is its large capacity compared with its competitors’, so the agency created a one-litre cube which opened up to reveal the vehicle's interior. Recipients of the low-cost mailer were invited to unfold this cube and imagine what they could do if they had 4,000 times that volume before booking themselves a test drive.

Although the campaign results aren’t yet available, this thought-provoking mailing shows how thinking outside the ‘cube’ can deliver a solution that doesn’t cost the earth.