Direct Mail Review: Lincoln Aviator
April 21st, 2020
How did Lincoln Aviator create a successful direct mail campaign? Lincoln’s recent direct mailer was effortlessly engaging and as always with their direct mail pieces, very creative. This mailer was no exception. Let’s take a closer look.
Format: The mailer arrived in a clear envelope. The folder was 6.25” x 10.25”. Inside the folder, a band encircled six 6” x 10” cards and held them together.
Design: One of the most interesting aspects of this direct mailer was the use of black. All of the previous pieces we have seen from Lincoln Aviator are all branded in the same way: heavy on the black. The advantage of the similar branding is that it breeds a sense of familiarity or recognition. The black is very visually intriguing and when text is reversed out of the black (appearing to be printed in white – which is really the white paper showing through), it is very easy to read. The black also conveys a sense of elegance and perception is that a quality mail piece equates to a quality vehicle. The back of the band had imaging that mimicked the silhouette of the front grille of the Aviator.
Printing & Paper: The folder was a premium black cardstock with silver foil and had a pocket that held the band and six cards. The band and cards were both printed on white 100# silk cover. The band was printed one side only, in black ink. The cards were printed in gray and red on one side and full color on the second side.
Presentation: The piece was very noticeable in the mailbox because of two things: the clear envelope which allows the end user to see what is inside and also the black solid of the paper used on the folder drew one’s eye. The six cards highlighted different aspects of the Aviator. One side of the card had some wording about the feature and the back side was a photo supporting that feature. Beautiful photos! The piece is also an exclusive invitation to look more closely at the Aviator.
Purpose: Why did Lincoln send this direct mail campaign? Lincoln was using this piece to drive traffic to its website as well as the dealership and increase brand loyalty.
Offer and Call to Action: The call to action is to explore the new 2020 edition of the Lincoln Aviator either via the website, you tube videos or the implied visit to the dealer. Because there was so little text, the call to action was very noticeable.
Digital technology integration: Lincoln utilized QR codes correctly by telling what would happen if they were scanned. There were four different QR codes used that take the consumer to four different videos, each highlighting a different aspect of the 2020 Lincoln Aviator.
Personalization: None but none was needed. This piece was mailed to an owner of a Lincoln Aviator but a prior year’s model, so it was sent to the correct audience. One suggestion to further personalize would be to make the photos match the current vehicle owner’s current Aviator colors.
Overall, a beautifully designed mail piece that engages the end user. After looking at it, I was very impressed with the level of sophistication and detail in the Aviator. I wanted to buy one!