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Cross Brand Repurchase Program
Three times a year, FCA targets current owners who are modeled to be in market with a private offer on their latest vehicles.
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The size and complexity of this program is enormous: Four distinct brands, each with its entire model lineup. And, in the case of Dodge and Jeep, we often versioned the vehicle priority based on audience segmentation.
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The biggest creative challenge was the physical format of each mailing. It had to be compelling. It had to accommodate plenty of content. And, for the sake of efficiency, it had to work for all brands equally. Meaning, we had to figure out a way for each brand to leverage the same format in its own unique way.
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Here are a few examples of various programs. The first three images feature a unique square cross-fold format with examples of how one brand (Jeep) carried the offer and product information. The remaining images depict various other formats.
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I've lost count of the formats and concepts that we've explored: Envelopes, sleeves, self-mailers, pockets, folds, paper stocks, brochures, single pages, die-cuts, bellybands, over-size windows and more... Plus, the audience has grown to include handraisers and competitive prospects
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Worth noting, every program included follow-up emails, as well as a dealer opt-in postcard.
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ECD/Writer – Additional Credit: Multiple writers and art directors
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