Volvo Owners Flip For Plan B Direct Mail Piece Announcing 2010 Volvo XC60

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With the upcoming release of the 2010 Volvo XC60, marketing firm Plan B created a direct mail piece to grab the attention of current Volvo owners. As the Customer Relations Management agency of record for Volvo, Chicago-based Plan B mailed a unique piece to highlight the innovative City Safety system new to the road.

As the launch of the new 2010 Volvo XC60 neared, Plan B Advertising developed a communications stream highlighting the car's innovation. The XC60 features the innovative City Safety system that automatically applies the vehicle's brakes when it senses an imminent front-end collision. Current Volvo owners found something a little nontraditional in their mailbox that visually showed the brakes in motion -- a flipbook.

The engaging booklet lets recipients bend and flip the pages to creative the illusion of motion. Plan B built a dimensional direct mail package around the unique reversible flipbook that demonstrated the City Safety system on one side, and highlighted Volvo's long history of crash testing on the other. The book was packaged in a glossy carrier box along with an insert highlighting the many features of the new XC60, and inserted into a translucent silver envelope that lent the whole package an upscale feel.

The piece provided an innovative medium to portray the City Safety system in action, while generating excitement around the launch of the XC60 by functioning as a highly effective direct mail piece that's impossible to ignore in the mailbox, and once opened, even harder to put down.

As the Agency of Record for Volvo's Customer Relations Management at Volvo Cars of North America, the Chicago headquarters of Plan B advertising agency continues to create ways for Volvo owners to connect with their brand.

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Ric VanSickle
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