Instant Direct Mail
Pfaff Auto, Toronto - Porsche - Direct Mail
Issue 24 | September 2012
Agency
Lowe Roche, Toronto
Creative Team
Creative Directors: Dave Douglass & Pete Breton Art Director: JP Gravina Copywriter: Simon Craig
Production Team
Producer: Beth Mackinnon Production House: Motion Pantry Director/Cameraman/Editor: Dean Vargas
Other Credits
Account Services: Dave Carey
Date
July 2012
Background
Pfaff Auto Toronto is the largest Porsche dealership in Canada. They wanted to approach their target audience personally, bringing them a level of service and attention that they’d both appreciate and expect. Instead of asking them to come to the dealership to experience their extraordinary cars, they decided to bring the experience directly to them.
Idea
Instead of a generic flyer dropped in random mailboxes, a direct mail piece was created which was both personal and totally unique. With a camera, laptop, printer and a Porsche Carrera 911S, the agency targeted the driveways of houses in upmarket neighbourhoods. They parked the car in each driveway and took a photo to create a one-of-a-kind postcard, right on the spot. The postcard drove traffic to MakeThatPorscheMine.com, where their target could then arrange their personal test drive. How personal? In keeping with their message, Pfaff would bring a Porsche model of your choice right to your home.
Results
Of the targeted homes, 32% responded by visiting their website where they could book a test drive.
Our Thoughts
Personalisation is more than just showing you know your target’s name. It’s about showing you know how they live and where they live. That’s what makes this piece so beguiling. Every doordrop was not just unique but relevant.
We don’t know how much the campaign cost, nor how many cars were sold as a result. But even if only one $100,000 Porsche was purchased as a result, the ROI would be handsome.