Ken Richman's Blogfolio

Van drivers. Do they have opinions about vans? Does a decorator’s radio have the odd paint spot? You can bet they’d have something to say about Ford’s new Transit. A 3-day test drive would give them time to come up with a few honest observations – and then note them down on this business-like clipboard that was mailed to artisans up and down the country. It worked like a charm, with 50 test drives being booked into Ford dealerships on the day the mailer landed.

Remember, if you can’t see my mirrors, I can’t see you. Nor can I hear you either. Because I’m on my mobile.

Through Wunderman Automotive. Art Director Anthony Cliff. (continue reading…)

Sometimes you don’t need to get too complicated. This cheap and cheerful postcard-sized mailer served as an effective reminder to RAC members of the major benefit of renewing their subscription – before it was too late.

Saab’s new 9-5 looked almost identical to the old 9-5, in spite of many of improvements all over the car. This attention -grabbing image was created as the front cover of  Saab magazine insert and mailed to existing and prospective Saab buyers. The image is created from copy listing many of the thousands of enhancements in the new range.

Sweden lies partly within the Arctic Circle, so you’d imagine they would know a thing or two about making an all-weather convertible. This pack, mailed in a frosted plastic envelope, proved the point and contained an invitation to take a 24-hour test drive. I have no idea how many cars it sold but it did win a John Caples dinner so that’s alright.

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