Direct mailing on Valentine’s Day

About the Project

Direct mailing with an invitation to a Valentine’s Day test drive.

Mazda used the occasion of Valentine’s Day to deliver a sales campaign in a light-hearted, flirty format. The result? A campaign that not only engages, but also realistically encourages people to visit the showroom. This is an example of how to skilfully combine calendar occasions with direct marketing to create a recipient experience.

A black envelope with a heart-shaped closure creates a “gift to open” effect. To read the message, you have to “open” it like a gift – triggering curiosity and emotion even before reading the content. The reference to a romantic atmosphere works on the emotions and sets the mailing apart from other mailings.

The centre of the card is a direct, slightly humorous text inviting to a ‘first date’ with Mazda. This is not a random slogan. Copy is built on relational mechanics, close to the recipient and activating for action. The simple CTA (test drive) is set in the context of Valentine’s Day, making it sound not like a sales pitch, but a fun proposal.

This is an example of an implementation that builds a positive brand image – with a touch of lightness and intelligent humour. This makes the delivery stand out from traditional promotional campaigns.