Landrover UK case study

This Craik Jones campaign for Landrover UK made use of the on- and off-road message, ‘Smoother on the road. Tougher in the rough’. This was demonstrated using smooth and corrugated cardboard.

Inside, the on- and off-road capability message for the new 4x4 was carried through to a boldly styled brochure that could be opened either way.

With no advertising support, the mailing created a level of demand that far outstripped supply. Actual response was 2%, and for every pound spent an incremental £37 was delivered to Land Rover.