“Wow” does not accurately describe the recent mailing from Lincoln. Quite possibly the most interesting direct mail piece I have seen in a long while, Lincoln spared no expense. Yes, it is a car manufacturer and they are known to spend money on quality direct mail campaigns, but it still stood out. Let’s take a closer look.
Format:
This mailer was a large outer black box with smaller black box and a hardcover book inside. Clear shrink-wrap was around the outer box with the mailing label affixed to the shrink wrap. The outer box had a pull tab to open. The inner box closed with a magnetic strip. The hardcover book was nested inside the inner box. There was a ribbon on the side to help the consumer lift out the book. Underneath the book was a geometric design that held a speaker. The box played a symphony and when you lifted the book out of the box, the edges of the book lit up!
Design of the direct mail:
All black throughout the three pieces really stand out. The outer black box was used for mailing and there was no printing on it. The inner box was nicer stock and had the Lincoln logo foil stamped on the inner and outer covers. The book had the Lincoln logo and the words 2020 Lincoln Aviator in silver foiled on the front cover. The back cover had silver foil as well as social media icons and the Lincoln logo and website. The inside pages of the book were full color and beautifully done.
Printing and paper:
Striking. The inner box and book were printed on a very nice, quality stock and had soft touch coating, which has a luxurious feel.
Presentation:
Who wouldn’t open a large black box? The geometric design inside the inner box matches the actual speaker design in the new 2020 Lincoln Aviator. The symphony you hear when you remove the box is the Detroit Symphony Orchestra, who worked with Lincoln on six custom reminders and alerts such as open fuel door or unfastened seat belt. The book was a combination of photos and text describing the features of the Aviator and the ideas behind the design. This attention to detail is very impressive.
Purpose of the mailer:
Lincoln is using the mailer to drive sales of the 2020 Aviator. Lincoln is also trying to get the consumer to associate the Aviator with quality and elegance.
Offer and Call to Action: None but interestingly enough, the subtle call to action after looking at the book, the reader will want this vehicle and will go to their local dealer.
Digital technology integration:
Genius with the music and the book lighting up.
Personalization: The outer box was personalized and honestly, that is all that is needed. In this case, adding more personalization would take away from the real star of the show which is the box and book. The box was sent to an owner of a 2019 Lincoln vehicle, so Lincoln definitely had the right audience.
Overall, this mailer checked off all the boxes for me. It was super engaging and made me want to open and discover what was inside. Once I opened the box, I was not disappointed.
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