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By: Mindy Weiss

Toronto’s Pfaff Automotive and Canadian agency Lowe Roche are redefining the definition of “direct mailings.” In a new campaign, they targeted affluent homes and then photographed one of the dealership’s Porsches on the street outside of each house. They used these photos to produce individualized mailings in which the car appears to be in the potential customer’s driveway. Featuring the headline “It’s closer than you think,” the postcards were printed in a van on the street and dropped in each house’s mailbox. As a result of the personalized ads, the dealership saw 32% of recipients log onto their website to schedule a test-drive!

Check out the case study video here


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