Usually, when someone sneaks up to a rich guy’s house and drives off with a Porsche, it’s a reason to call the police. This time, it might be a reason to call an auto dealership. In a clever spin on direct mail for Toronto’s Pfaff Automotive, Canadian agency Lowe Roche photographed one of the dealership’s Porsches in the driveways of affluent homes, then used each image to create an ad left at the home where it was shot. The headline: “It’s closer than you think.” The result, according to the agency’s case study video below, was a 32 percent response rate to a site where recipients could schedule a test drive. Direct mail is typically about hitting as many people as possible for as low a cost as possible, but this creative idea shows that for luxury brands, a smaller effort can sometimes go a long way.
Advertising Agency: Lowe Roche, Toronto, Canada
Creative Directors: Dave Douglass, Pete Breton
Art Director: JP Gravina
Copywriter: Simon Craig
Video Production: Motion Pantry
Director / Cameraman / Editor: Dean Vargas
In a fiercely competitive media and advertising market, it is vital to build effective relationships. Sydsvenskan Daily News’ target market consists of media agencies, advertising agencies and advertisers – a group that usually is very hard to please. Our objective was to remind them that when they have something important to tell the world, they should choose Sydsvenskan Daily News.
Our aim was to reach only the most prominent and influential people in the business. We decided on an approach based on a sense of community and chose to emphasise the very first milestone in these people’s lives – their birth. In Sweden, it is customary to place an announcement in the births column of the local newspaper, to manifest this unique and blissful event. Therefore, the target group quite simply received a DM package with their own birth announcement – a simple reminder to them that Sydsvenskan Daily News is “the first media choice”.
The response rate was fantastic, almost everyone (more then 90%) mailed or called and expressed
their thanks. Some of the comments: “Maybe the best direct mail ever sent to me.” “Even my
mother was touched.” “I was totally astonished and surprised.” “What a great idea! It made me very happy.” “I just wanted to say thanks for the package with my first ad. What a lovely idea”
Advertising Agency: The Fan Club, Malmo
Creative Director: Christian Barret, Ola Obrant Andreassom