FG Falcon, Big Car / Small Car.
In 2009, the GFC hit Australian motorists hard. Many were considering downsizing their cars, and compromising on performance, just to cut down their fuel bills. The time was ripe to let them know of another solution: that a Ford FG Falcon on E-Gas was as efficient as a small car, without actually being one.
The pack was a self-mailer. On the front appeared to be the design for a new, small Ford Falcon.
A simple Z-fold revealed the car’s real shape, at the same time changing the headline. A simple way to show how a Ford FG Falcon could behave like a small car at the pump.
A personalised letter was included in the piece, reinforcing the key message.