TOYOTA CALENDAR by DraftFCB Johannesburg for Toyota

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TOYOTA CALENDAR

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Industry Cars
Media Direct marketing
Market South Africa
Agency DraftFCB Johannesburg
Executive Creative Director Mariana O`kelly, Neo Mashigo
Creative Director Grant Sithole
Art Director Alan Lewus
Released August 2012

Credits & Description

Category: Cars & Automotive Services
Advertiser: TOYOTA
Product/Service: AUTOMOBILE
Agency: DRAFTFCB SOUTH AFRICA
Chief Creative Officer: Brett Morris (Draftfcb)
Executive Creative Director: Neo Mashigo (Draftfcb)
Creative Director: Grant Sithole (Draftfcb)
Art Director: Alan Lewus (Draftfcb)
Account Manager: Mike Diterlizzi (Draftfcb)
Production Manager: Mandy Morey (Draftfcb)
Media placement: Calendar - Sent To Potential Clients And Existing Clients - August 2012

Describe the brief/objective of the direct campaign.
The brief was to communicate to existing Toyota Land Cruiser customers with a simple flat mail piece to upsell them on the new Land Cruiser facelift. The target audience was drawn from a database of approximately 2500 existing Land Cruiser owners.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The solution was to create a desk calendar that disrupted the typical flat mailer experience. Instead of using glamorous pictures, showing exotic locations, we used the limited budget to our advantage and showed the mundane routine of everyday life. This inspired the audience to rethink their life and take the initiative to experience life through a Land Cruiser. The response rate was projected at 5% with a target of 10 vehicles to be sold.

Explain why the creative execution was relevant to the product or service.
We utilized a commonly understood form of using flat mail and then turned it on its head by showing the mundane routine of everyday life, rather than the expected glamorous locations synonymous with the category. As we had a limited budget we were only able to use stock images and we used these ordinary stock images to make the point that this year could be filled with potential new discoveries.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The response rate was almost double what was projected, with 50% more vehicles sold than targeted at date of this entry