Is Your Waterblaster Ready for the Afterlife?
Challenge
Jetstream wanted to promote to owners of old waterblasters the availability of a fluid-end conversion kit that could give their old waterblaster new life and provide, even for competitive machines, some of the key advantages associated with Jetstream waterblasters–simplicity, serviceability and versatility.
Solution
CHI continued the “true conversion” theme from the then-current Jetstream advertising campaign, and created a two-part direct mail campaign, “Is You Waterblaster Ready for the Afterlife?” featuring a headstone with an etching of a waterblaster. The first mailer contained a key fob with a flashlight and the headline, “Let Jetstream show you the light.” The second mailer contained a lenticular that would switch between a rusty waterblaster in a graveyard and a shiny, new waterblaster as you tipped it back and forth in your hands. Inside it said, “Your waterblaster can be born again.”