Isuzu Trooper Direct Mail Package
When Isuzu needed to market it's flagship SUV in an already crowded market, it faced the dual problems of creating impact during a year with minor model trim changes, plus the task of explaining a unique and patented but hard-to-explain traction system for the Trooper.

The solution was to find a metaphor for the traction system that was efficient (a burly-sized rubber jar-gripping opener). To add impact, the package itself was tied to the isuzu brand campaign message, "Life is Too Big for Cars". Everything about this effort was big, from the size of the envelope and brochure, to the Oversize Road Atlas Premium. Note the scale of the dollar bill in the photo below, and that will give you an idea of the very big mailing dimensions. This package exceeded expectations for numbers of test-drives and all previous promotions during a non-intro year, and was awarded the National Postal Forum Silver Award for Excellence.