Sonic Automotive Group Video Mailers

// A BRAND MARKETING & STRATEGY CAMPAIGN

The Brand Marketing & Strategy team at Spectrum Reach came to Kernel with a request for three video mailers that would be sent to members of the C-suite at Sonic Automotive Group. The mailers would feature a celebrity cameo of one of the recipient's favorite actors or idols alongside a brief summary of why Spectrum Reach should be their advertising partner of choice.

It was imperative for the mailers to be incredibly personalized and custom-tailored to each individual recipient. The goal? Create a partnership built on one of Spectrum Reach's core values: delivering meaningful connections.

Each mailer needed to look, feel, and read differently while still maintaining brand-voice. I worked alongside one of our senior designers to build out the mailers in a copasetic way, i.e. the copy complemented the design, and the design complemented the copy. We were provided profiles of each recipient that included insights into their lives, like their favorite band, favorite outdoor activity, beverage of choice, which sports team they worshipped, etc.

Once armed with their interests and hobbies, I wrote copy that matched each person. For example, Steve is a diehard Buckeyes fan, so I knew his mailer needed to be largely centered around football. The exterior packaging for his box is shown below:

While I wrote copy based on each recipient's profile and celebrity cameo, the designer worked on creating a beautiful layout that utilized our signature Spectrum Reach iconography to highlight the person's main interests. In addition to his undying commitment to Ohio sports, Steve also loves Dave Matthews Band and fine wine, so we made sure his mailer drove those elements home:

Rachel loves all things relating to outdoor adventures, jazz music, and Food Network, so we incorporated each of those things into her design:

Dino is a huge fan of Marvel, The Big Bang Theory, Harley Davidson, and the Chicago Cubs, so we created a personalized pattern and color palette specific to him:

These mailers performed incredibly well in the market. The Brand Marketing & Strategy team was so impressed by our hard work and commitment to the customization of each asset that they've requested similar mailers for two other dealerships (a total of nine video mailers.)

Meaningful connections: delivered.

Designs by Jessica Klein