A bold voice was established and maintained through three key communications to Aviator launch leads: 'Survey' Mailer, 'It’s Here' Airplane Mailer, and 'Missing Key' Test Drive Mailer.The campaign took the form of disruptive layouts, intriguing photography and engaging concepts that focused on the new Aviator’s entry into the market. Creative continuity was achieved through a shared colour palette of metallic greys, light parchment and gold ash — colors available on the Aviator’s interior.

Both quantifiable and anecdotal success was achieved through the Aviator launch programme. Handraisers responded without incentive to the 'Survey' Mailer at a rate of 8.7%.

'It’s Here' Airplane Mailer achieved widespread buzz for the new Aviator with dealers and consumers, notably in chat rooms such as Edmunds.com. Ultimately this mailer bolstered response rates on the final mail piece, and accomplished our goal of sustaining customer interest until the product was available in dealerships.Impressive preliminary 'Missing Key' Test Drive response has been captured at 3.85% in the first three weeks of the programme, with three weeks remaining.