: : : product
Five-passenger Ascender SUV

: : : budget
$200,000

: : : key problem
Isuzu was experiencing a weakening brand image in all of its markets yet they wanted to introduce this new 5-passenger SUV. Owners, however, had a high regard for the brand and demonstrated substantial repeat sales capacity. The challenge was to create strong initial interest among owners to kick-start the campaign.

: : : key strategic insight
Personal car purchases are largely emotional with value as a strong secondary driver. Purchasers are influenced by the following motivators:
· Style
· Features
· Reliability
· Value

: : : creative strategy
1. Develop a campaign that would contain the elements of
1. surprise, style and unique imagery to present the new
1. release to existing owners
2. Demonstrate the value and include a strong incentive

: : : tactical elements
A campaign was created that utilized a two part mailing. The first mailing was an offer letter/teaser to owners announcing the release and telling them to look for the next piece in the mail. The second piece was a lenticular printed piece that cleverly showed the car with a special offer.

: : : results
· 976 sales traced to the offer
· $25,000 dollars per vehicle sold
· $24 million+ in sales volume