2025 Gold Mail

Agency: Accenture Song

Client: Jaguar Land Rover

Entry Name: Defender The Journey Unfolds

Executive Summary

The luxury SUV market accounts for 33% of UK registrations. Customer choice has never been greater, and within this fast-growing market Defender faced its own realities: retention of just 35% and customer interactions mediated through dealerships, limiting direct communication with those who matter most.

Strategy

Retention was the focus: developing existing audience as both customers and brand advocates, to minimise churn, and reduce customer defection by 50%. Channel selection was key, and the approach clear: direct mail to inspire, digital to deepen, and retailers to nurture and convert. Analysis showed the effectiveness of repurchase communications sent via email had plateaued, with reduced open and click-through rates and declining consent.

Direct mail, by contrast, had proven impact and longevity; generating an average of 145 seconds of attention across 28 days and over five minutes of website use. The focus was high-quality mail customers would return to. In print, QR codes deep-linked to campaign worlds that differentiated the brand and (up)sold customers on specific model capabilities. The website offered richer, bespoke product and finance details

Creativity

A unique foldout brought the environments and vehicles to life, as customers physically opened a portal to adventure. Each orientation worked effortlessly, mirroring the versatility with which vehicles adapt to their surroundings.

Generative AI enhanced hyper-realistic landscapes, tackling depth, reflections and perspective to integrate the vehicles seamlessly. Materials and print finishes reinforced the sensory journey: high build for icy terrains, sand-texture for deserts.

Central to the digital journey was a new 3D configurator, built on Unreal Engine. The model rendered inputs in real time within AI-generated environments, allowing owners to reimagine their vehicle - a differentiated experience for an audience familiar with the brand purchase journey.

Results

The Team

Caroline Putt, Senior Account Director, Accenture Song - Chris Newby, Head of UK Account, Accenture Song - Lawrence Court, Senior Account Manager, Accenture Song - Pierre-Henry Briec, Strategy Director, Accenture Song - Ryan Garratt, Strategy Lead - Customer Experience, Accenture Song - Pete Sanna, Creative Director, Accenture Song - Rebecca Goldberg, Senior Designer, Accenture Song - Adam Staples, Art Director, Accenture Song - Paul Miles, Copywriter, Accenture Song - Rob McLean, Project Director, Accenture Song - Penn Lingris, Designer, Accenture Song - Jem Saka, Designer, Accenture Song - Anna Pilinyi, Senior Account Manager, Accenture Song - Stephen Jones, Senor Artworker, Accenture Song – Keith Howes, Head of Retouching, Accenture Song - Aditi Das, DX and Analytics Lead, Accenture Song - Toby Stoate, Creative Production Specialist, Accenture Song - Phill Haines, Head of Digital Experience UK NSC – CX, Jaguar Land Rover - Sharan Rupal, CRM Manager, Jaguar Land Rover - Nicholas Southwell ,Creative Production Manager, Accenture Song