A connected mailing took drivers on a multi-terrain adventure

89% of owners contacted by mail were retained six months after engagement (vs a benchmark of 35% - a 154% uplift).
20.9% enquiry rate
Jaguar Land Rover brochure

Background

The luxury SUV market accounts for 33% of UK registrations. Customer choice has never been greater. Within this fast-growing market, Jaguar Land Rover’s Defender faced its own challenges: retention was only 35% and footfall in dealerships was down. Furthermore, email for repurchase communications were showing lower opens/clicks and declining consent. 

Jaguar Land Rover knew they need a new approach if they were going to retain these all important, high value customers.  

Solution

To overcome the digital fatigue and reignite the love current drivers’ have for their car, Jaguar Land Rover and their agency Accenture Song adopted a bold new multi-channel strategy: direct mail to inspire, digital to deepen, and retailers to nurture and convert.

At the heart of the campaign was a high value mailing that featured four foldout panels, each showcasing the car in a different scenario - ice, desert, water, and jungle - a demonstration of Defender's unrivalled capability. Each fold brought the environment, and the Defender, to life. Generative AI enhanced hyper-realistic landscapes, giving depth perspective and reflections that helped integrate the cars into the landscape seamlessly. Tactile materials and special print finishes reinforced the sensory journey that mail naturally creates e.g. high build for icy terrains, sand-texture for deserts.

The mailing drove drivers online to the engage with a 3D configurator. Here, owners could reimagine their Defender in the different AI Generated landscapes in real time.  This created a new experience for customers already familiar with the Defender brand. 

Measurement was built into the mailing from the outset. Model specific QR codes linked customers to the different worlds and (up)sold that specific model’s capabilities. Detailed product specifications and finance offers were deliberately held back from the mail to avoid cluttering the pack and preventing it from dating quickly. This kept the format scalable for future use.

Showrooms played a central role throughout the process. Dealerships received leads from digital forms, along with useful information like account details and recent browsing activity. As a result, showroom staff could seamlessly pick up where customers left off online and use the physical vehicle to guide them from initial interest to making a purchase.

Sustainability underpinned the mailing through FSC accredited paper stocks, water-based inks and varnishes which delivered a fully recyclable pack.

Results

Jaguar Land Rover’s unfolding mailing revealed exceptional results.  

  • 89% of owners contacted by mail were retained six months after engagement (vs a benchmark of 35% - a 154% uplift)
  • 3,609 qualified leads generated, 359 in the first 10 days
  • 20.9% enquiry rate
  • 7.25% conversion rate, outperforming objectives by 37%

Source: DMA Award Winner 2025 Best use of Mail