WINNEBAGO - Lenticular Direct Mail Campaign

Challenge:
Increase brand loyalty of current Winnebago owners within the 45 to 65 age target audience, and sway owners of competing brands to Winnebago®.

Strategy:
Once inside, recipients were introduced to the benefits of the new chassis, and the entire Winnebago Industries line. Recipients were given the names of their local dealers and encouraged to visit. Surveys were also included to determine product interest and gather product development feedback.

Description:
A 9-by-6-inch direct mail piece marketing the new VECTRA® motor home - pitched as the "All-new EvolutionT Chassis" which featured a 3-phase flip lenticular piece showing the exterior, chassis, and super-structure of the new motor home. It was designed to appeal to the natural curiosity of people who "want to see the whole picture." The direct mail piece also included a letter, survey, business reply envelope and the lenticular brochure.

Results:
The lenticular design was such a hit that posters were developed for dealership use. Survey results exceeded 7% -many from competitive owners! The VECTRA® was a big hit on the sales floor, and Winnebago's "customer acquisition costs" continued to decline-a clear mark of marketing communications success.

Agency: Colle+McVoy of Minneapolis