Instant DM by Lowe Roche Toronto for Porche

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Instant DM

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Industry Cars
Media Film
Market Canada
Agency Lowe Roche Toronto
Art Director Jp Gravina
Copywriter Simon Craig
Released July 2012

Awards

London International Awards 2013
Print Direct Marketing - Consumer Bronze Winners

Credits & Description

Client: Pfaff Porche
Advertising Agency: Lowe Roche, Toronto, Canada
Creative Directors: Dave Douglass, Pete Breton
Art Director: JP Gravina
Copywriter: Simon Craig
Print Producer: Beth Mackinnon
Account Team: Dave Carey
Video Production: Motion Pantry
Director / Cameraman / Editor: Dean Vargas
Description of the Project:
Pfaff Auto Toronto, the largest Porsche dealership in Canada, needed to present their cars as an exciting option to those with the means to make a true dream car a reality. We wanted to approach our target 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 our extraordinary cars, we decided to bring the experience directly to them. Our idea applied a truly innovative approach to the traditionally stale channel of direct mail. Instead of a generic flyer dropped in random mailboxes, we created a direct mail piece that was both personal and totally unique. With a camera, laptop, printer and a Porsche Carrera 911 S, we targeted the driveways of houses in upscale neighbourhoods. We parked our 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 our target could then arrange their personal test drive. How personal? In keeping with our message, Pfaff would bring a Porsche model of your choice right to your home. Of the targeted homes, 32% responded by visiting our website where they could book a test drive.