I got a second Volvo C30 mailer the other day. It annoyed me, I couldn't quite work out why. The Volvo brand does come with something of a bumper set of matching baggage. But looking past that, what is wrong with this piece of communication? The yellow and green colour scheme is cold and grates, but its the copy that I found so off putting. Do I believe I will '..avoid crushing disappointment..' if i don't arrange a test drive, er no. Plus the '..its going quick..' pun about limited edition sports cars is as old as the hills.
What shows it up so much is that the the online communication is fab. very interactive, fun, tongue in cheek and most of all informative. The obvious answer appears two different agencies were involved. Its nuts in this day and age to waste resource in such a manner. Especially when the ideas online would make amazing mailings.
The Volvo C30 is such a quirky car that appears to drive well. Why settle for such bland direct marketing?