Republica: Mailing offensive for Jaguar
For once, Republica left the brand's British understatement out of the equation at Jaguar and created a neon-colored mailer series.
Three brightly colored mailings were sent to recipients throughout Switzerland at two-week intervals in May and June. The aim of the personalized mailings was to generate test drives and sales. The mailings are a good example of how a traditional and innovative British premium brand like Jaguar can use flashy colors to attract attention in the flood of mail, the agency writes in a statement. The three mailings came in neon green, neon pink and neon orange. The inside pages were based on the Jaguar appearance of the current national advertising campaign.
Responsible at Jaguar Land Rover Switzerland: Stephan Vögeli (Managing Director), Karin Held (Deputy Director Marketing, PR & Sponsoring), Christoph Brechtbühl (Communications Manager). Responsible at Republica: Bala Trachsel (overall responsibility), Oliver Kirschbaum (consulting), Chris Morgan (CD); Youri Laubscher (AD), Rico Adamina (graphics), Rita Steinauer (text).
