Land Rover's Edible Direct Mail Book

 

Submitted by: Print Power 23/01/2014


Background

To form a lasting connection between Land Rover and its target audience, the brand created a practical desert survival guide as a giveaway to all Land Rover owners. This guide not only provided extreme tips to stay alive in the desert, but, as a last resort, could be consumed thanks to special print and paper technology.

The Case Study

Land Rover designed and produced a survival guide, which explained the basics for staying alive in the Arabian Desert, and packaged it in a way that would spur the attention of our target audience. The survival guide is made out of edible paper and ink, its metal binding can be used as skewers, and its reflective packaging to signal for help.

Book was sent to 5,000 existing customers, given away as a supplement to the cars’ manual and made freely available in sports shops. The concept became so popular that Land Rover included the book as an insert in the next edition of a car magazine, with a 70,000 circulation.

Results

• The book rapidly disappeared from the shelves of sports shops and Land Rover showrooms were filled with requests for copies of this new adventure must-have.
• The book was featured in more than 100 blogs and magazines such as Gizmodo, Jalopnik, Huffington Post, PSFK, Fast Company, Creativity-Online, Creative Review, AD Week, Design Taxi, Business Insider, Auto Viva, Auto News World, Bushcraft USA and a whole YouTube episode produced by Rhett & Link. Even food magazines like Bon Appetit and Food Beast took notice. As a result it garnered over 82,000 shares and more than 62,000 views from one YouTube episode. Overall, the book earned over $250,000 of media impressions with zero media budget.
• As a result, the number of test drives in the UAE increased by 37%. And the Land Rover showroom in Dubai became the Regional Top Sales Dealers for Land Rover with sales up 40% compared to 2011.
• And the book has only 372 calories, which is equivalent to a cheese burger!

Awards:
Gold at Andy Awards 2013
Silver at Clio 2013
2 Silvers and Bronze at New York Festivals 2013
Silver and Bronze at Adfest 2013
In Book at D&AD 2013
Bronze at Cannes Lions 2012
Gold and Bronze at LIAA 2012
Silver at Epica Awards 2012
Silver at WPPed Cream 2012
Silver and Bronze at Dubai Lynx 2012
Merit at One Show 2013


 

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