B2B RETENTION – You’ll love what’s missing!

Background

Highly creative direct marketing campaign focused on targeting then most likely purchasers of commercial vehicles: tradesmen such as plumbers, electricians, carpenters and independent builders, but also potential fleet prospects in larger organisations.

Creative concept and rationale

The campaign timing was key in focusing on Q4 and Q1 with a clear focus on communicating the 0% proposition.

The rationale being that the one thing potential customers will NOT miss when purchasing a new commercial vehicle will be paying interest.  And with 0% finance available what better way to dramatizer this than in the most engaging way possible – by putting a hole through the mail pack to convey the 0% proposition, to reinforce the 0% offering at every stage.