DIMENSIONAL DIRECT MAILER
John Deere “For Sale”
B2B Direct Response Mail
Client-provided list
Product announcement
Letter, Brochure, Reply Envelope and Landing Page
Bold! Ballsy? Hats off to our client at John Deere willing to test this dimensional mailer against a more traditional postcard mailer.
The Jist
John Deere got hold of a mailing list of companies that own their competitors’ backhoes.
Task
The tractor/backhoe industry is traditionally very brand loyal. The new Deere J-Series backhoes were more advanced and feature rich than the industry had seen previously. The client asked us to find a way to break the bonds of that brand loyalty by inviting the owners (of the second best backhoes) to test drive a John Deere.
Execution
Calling these owners out for owning the “second best” backhoe on the market was bold enough, but to include a “For Sale” sign. Mind blowing! How many “For Sale” signs were posted in backhoes across the country? We’ll never know. But the results spoke for themselves. Our client called on us again, this time challenging us to create another campaign for JD test drives delivered directly to the owner’s worksite.
DIMENSIONAL DIRECT MAILER
John Deere
“For Sale”
B2B Direct Response Mail
Client-provided list
Product announcement
Letter, Brochure, Reply Envelope and Landing Page
Bold! Ballsy? Hats off to our client at John Deere willing to test this dimensional mailer against a more traditional postcard mailer.
The Jist
John Deere got ahold of a mailing list of a companies that own their competitors backhoes.
Task
The tractor/backhoe industry is traditionally very brand loyal. These new J-Series backhoes were more advanced and feature rich than the industry had seen previously – we were tasked with finding a way to break through the brand loyalty and invite these owners (of the second best backhoes) to test drive a John Deere.
Execution
Calling these owners out for owning the “second best” backhoe on the market was bold enough, but to include a “For Sale” sign. Mind blowing! How many “For Sale” signs were posted in backhoe windows across the country is hard to tell? But the results spoke for themselves – our client called on us again, this time challenging us to create another campaign for JD test drives delivered directly to the owners worksite.
