DM Campaign of the week: Landrover
Landrover
This week we indulge in the fantastical world of the Landrover DM pack. With a tagline, ‘There’s a fascinating territory we’d like to explore with you’, the earth from the air styled A4 pamphlet is a colourful, creative piece of advertising promoting Landrover’s latest ‘research’ into the customer mind set, or ‘personality test’ for ‘the minds of capable people’.
Opening up the pack you are greeted with a page titled simply, ‘You’. Here it explains that Landrover wants to do research into people they label ‘capable’ and treated like a personality test, promises to report back once you have sent off the questionnaire, to discover some truths about who you are. Intriguing.
Banner Ad
It also says that you will be entered into a competition to win one of 24, 4-day off-road holidays for two on the Adriatic Coast. So what do they get in return one has to ask.
From all the information they will require from asking questions related to your adventurousness to how trendy you are, they will be able to pin point the exact model of Landrover best tailored to you, and presumably send over a load of information about it. This is handy, but means that once all that info is in their hands, they can send you more DM, telephone you, and email you. So that is a lot of contact information, all for the chance to win a holiday. We wonder if it is all worth it.
3/5
