When one thinks of car dealer advertising, one usually conjures images of buffoons screaming in lots full of cars with balloons and flags tied overhead. This work from Lowe Roche for Toronto-based Plaff Auto in Toronto conjures an entirely different image.
The agency set out to create customized direct mail pieces for homeowners in an upscale part of the city. They took a team of creatives and a Porche into various neighborhoods, shot the car in front of homes, created the DM and then delivered it to homeowner’s doorsteps.
The effort paid off with a 32 percent of recipients responding to a website to schedule a test drive.
