MAZDA direct mail campaign

Posted on 04/14/2013 by admin

Did some work for MAZDA (with their AOR “Garage”) in support of a great big brand re-launch. The campaign theme was “What do you drive?”

One of the more important programs was an owner-loyalty system, for drivers whose leases were almost up. This was referred to as the “off-lease” program, though I always called it “off-leash.” I’m wacky that way.

We presented a new approach, based on mailing a series of postcards, in a variable order (depending on user data) over the course of 9 months preceding the lease-end date. This would replace a 2-part system, pamphlet and letter. The idea was that each card would be single-minded, hitting one of the main bullet points with each mailing.

The program used content-variable modular printing. What we know about the owner-prospect would affect the content, frequency and timing of the postcards received. Basically, it’s Borg technology. Resistance is futile.

Image 1: A comp example of how a series might play out. The example vehicle is MAZDA’s flagship, the Miata.

CW: Mike Peterson+AD:Kitty Song+Agency:Garage

Manchester Gundog -Poster

Posted on 08/07/2011 by admin

Two layouts. Because I love you. The version above is the “real” one, but I prefer the art director’s version (below).

Look at that fancy, aesthetically pleasing, and relevant border treatment. Although, to be totally technical, the product is all wrong.

CW: Mike Peterson AD: Jason Busa Agency: Big Bang

BONUS:

Nissan Altima -OOH

Posted on 02/27/2011 by admin

The board is designed/constructed to decay rapidly while leaving the altima (car) pristine. The decay reveals a hidden message: built to last.

CW: Mike Peterson AD: Jes Garrido Agency: TBWA chiat-day/TEQUILA

Eat better do better dot org -OOH

Posted on 07/17/2008 by MP

Childhood obesity is a growing crisis in Ohio. Many parents just don’t understand the basics of good nutrition. They don’t know good foods from bad, or if they do, have trouble providing or preparing good food. Our effort to educate the parents started with these outdoor boards and continued online. Once there, eligible folks could also sign up their kids for federally funded school meals.