The Exciting Touch of The New Yaris
Issue 21 | December 2011
Agency
Saatchi & Saatchi Slovenia
Creative Team
Creative Director and Copywriter: Matej Kodric; Art Director and Design: Aleksandar Jordacevic
Production Team
Saatchi & Saatchi Slovenia
Other Credits
Renata Sestic, Metka Orel
Date
August 2011
Background
With a new multimedia communication platform, Touch and Go, and several other exciting innovations and features, the new Toyota Yaris is the smartest and the most exciting car in its segment.
Idea
The new Yaris simply has too many improvements and features to talk about. They are best discovered first-hand at a Toyota dealership.
So, to drive traffic to the showrooms and to communicate something of the awesomeness of the new car, an electrostatic mailing was created with the help of the Institute for Practical Physics.
Made with plastic and special foil, when the recipient opens the mailing, he/she gets a hair-raising experience. Literally bringing to life the message, ‘The new Yaris. You’ll bristle with excitement.’
Results
20% higher response compared to the previous best-performing mailshot.
The idea has also been described on several specialist websites as an example of best practice Direct Mail.
Our Thoughts
Ordinarily you look at the elements of a mail pack to work out what you can play with creatively: pack size, paper stock, envelope windows, folding formats, ink, etc. But never have I looked at a pack and thought: static electricity! I only wish this pack from Saatchi Slovenia had art direction and craft to match the cunning science that makes your hairs stand on end.