Ford NZ creates children’s book to highlight vehicle range via J. Walter Thompson, NZ
Ford Motor Company of New Zealand has recently launched a new direct mailer campaign via J. Walter Thompson NZ, to showcase its range of vehicles to Kiwis.
Ford had a problem, it was discontinuing two of its most loved models – the Territory and the Falcon. Understandably, loyal owners of these two cars weren’t happy, so Ford needed to convince these people that there was a range of other great Ford vehicles they could choose from.
This direct mailer took the form of a tongue-in-cheek children’s book and told the story of a fictional family who were embarking on an adventure to find their ideal new car from Ford’s exciting new range of vehicles.
This storybook was designed in a style reminiscent of New Zealand’s much-loved ‘Golden Books’ – a
childhood publishing series that the people of New Zealand had grown up with.
Inside, pictures were hand illustrated in the style of this genre, highlighting the range of vehicles and the many adventures families can enjoy in them. Also included was a $2000 discount voucher in the form of a retro-styled bookmark.
