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Dodge Dart – Swatch Book
The all-new Dodge Dart burst on the scene with an unusually long list of customizable features and options. For the launch, I wanted my team to go beyond simply explaining the wide selection of colors, fabrics, wheels, engines and transmissions offered. So, we pushed to create a direct mail format that, in-and-of-itself, would exude the notion of choice and customization: A high-production-value swatch book.
We bound our Dart Swatch Book at one corner by a grommet and then further held the pages together with a thick, Dodge-branded rubber band. The Swatch Book effectively illustrated the story of choice and customization while also covering the entire Dart product story.
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ROI was a solid 136%, including all incentive and communication costs. This is particularly noteworthy given the product mix at the time was heavily skewed toward manual transmissions.
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This is a DMA award winner.
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ECD – Additional Credits: Kristi Piziks/Greg Jones