XT6 Dossier
For an audience largely working from home, checking the mailbox became a new form of entertainment. And so we delivered a direct mail piece that went beyond the standard bi-fold. We created the XT6 Dossier — a distinctly interactive collection of printed materials that delivered an experience that felt as familiar as opening a piece of mail, but became so much more.
Unboxing
The XT6 Dossier arrived in a black-on-black envelope to give the feeling of something exclusive and slightly secretive. The “unboxing” experience revealed separate pieces within the envelope that allowed for a series of enticing mini reveals along the way.
The Kit
The booklet provided a “debriefing” on vehicle features alongside beautiful photography, while two additional packages contained sets of cards. One set focused on vehicle details that helped our audience see the difference between the Premium Luxury and Sport trims. The other set of cards featured QR codes to different shopping and buying activities: build your own XT6, search the inventory or get a personal walk around of the vehicle at Cadillac Live.
Sharable Nature
But the experience didn’t end there: each package was resealable allowing our audience to save or share with someone they knew who was looking for a new vehicle. The XT6 Dossier was made to have a ripple effect.
