Isuzu on the pull

Isuzu is putting the pulling power into pick-up trucks with its new Direct Mail piece for the Rodeo Denver.

The mailing, which is designed as a Chinese take-away menu, will target some 77,000 businesses within six key trade groups, along with carefully selected existing pick-up owners.

Designed to promote the new starting price of £13,990 for the Rodeo Denver; Isuzu hope this innovative campaign will not only convince existing owners that the Rodeo was right for them, but also introduce it to new prospective customers. The take-away menu will contain full details on the model including its class-leading tow load of 3000kg, as well as all optional extras.

Market research showed that commercial vehicle drivers are 73% more likely than the rest of the UK population to consume take-aways more than once a week.

Isuzu (UK) Brand Manager Kenyon Neads says: "This mailer really hit the spot. The average pick-up driver definitely has a sense of humour so this will achieve real stand out for them. The combination of research and close targeting also ensure that we are getting to the right people with the right message. Plus the format allows the luxury of being able to include a substantial amount of information without compromising the quality of the creative work. We’re looking into the next steps in the campaign, which are likely to be take-away container lids, plus some competitions and potentially a series of take-away events."