F-150 – To-Do List
Trucks are about getting things done. And no truck helps you get more done than the F-150.
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To bring this fact to life, we leveraged an idea that everyone can relate to: The classic "To-Do" list. Simple. Basic. Plus, there's nothing like checking things off a "To-Do" list to show progress and accomplishment. Perfect.
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So, we created a direct mail package that was literally printed on a pad of paper -- the kind where the pages tear off along the top. The kind perfect for making lists of things that need doing.
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Then, we printed the F-150 story (and the purchase offer) on the first 5 pages of that pad of paper. In a sense, we documented all the "To-Do's" that Ford had already checked off in the designing, engineering and building of the best truck on the planet.
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What's left (after the promotional pages are torn off) is an actual, usable pad of paper -- designed like graph paper with one-inch squares, making it easy to draw rough plans. And lists of things to do. Lots of lists...
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GCD/Writer – Additional Credit: Larry Conely