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Mopar – Oil Filter Direct Mail
When FCA owners don't return to the dealership for service, Mopar (the service brand) must treat them like competitive prospects. Which often requires more compelling offers and impactful creative.
To meet this challenge, my team and I created a pop-up oil filter and a compelling Mopar quality/value story. Powered by the tension of a rubber band, a life-size oil filter literally popped into shape when the package was opened. The pop-up filter was more than just an attention-getting device, it was also the physical representation of a free oil filter offer.
The dimensional filter was also educational. Short, illustrative content featured an exploded view of the inner workings of a Mopar filter vs competitive filters — quickly revealing the superior quality of Mopar.
The piece worked. Though our audience had established a clear pattern of servicing their vehicles elsewhere, the mailing generated a huge 6.5% response rate — enabling us to pull 8,760 customers back to Mopar. This is a DMA award winner.
ECD – Additional Credits: Amy Sternfels/Kristi Piziks