The Lincoln Motor Company’s “See It First” direct mail campaign for the Lincoln Continental won the Irresistible Mail Award and Grand Champion Trophy.
The campaign featured 2 key elements that targeted upscale audiences:
- Exclusivity: They got to see a private showing before the luxury car was available in showrooms.
- Collectible: A framed print for a select few who bought the car.
The mail piece contained a videolog. It’s a direct-mail piece with a 4.75-inch screen. It also had a tri-fold brochure.
The video introduced the car’s heritage and features, while the brochure described the ownership experience.
I love these videologs. If you have not seen one, here is a short 2-minute video brief I did where I show and describe it.
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