Pfaff Auto DM INSTANT DM by Lowe Roche Toronto

Advertiser: PFAFF AUTOMOTIVE PARTNERS
Agency: LOWE ROCHE
Category: Flat Mailing
Advertising campaign: INSTANT DM
Agency Producer: Beth Mackinnon (Lowe Roche Advertising)
Editor: Dean Vargas (Motion Pantry)
Account Services: Leo Maia (Lowe Roche Advertising)
Account Services: Dave Carey (Lowe Roche Advertising)
Copywriter: Simon Craig (Lowe Roche Advertising)
Creative Director: Pete Breton (Lowe Roche Advertising)
Creative Director: Dave Douglass (Lowe Roche Advertising)
Art Director: JP Gravina (Lowe Roche Advertising)

Client Brief Or Objective
Pfaff Auto of Toronto, the largest Porsche dealership in Canada, needed to present their cars as an exciting option to potential new customers who have the means to make their dream car a reality. We needed to approach our target personally, bringing them a level of service and attention that they’d both appreciate and expect. So, instead of asking them to come to the dealership to experience our extraordinary cars, we brought the experience to them.

Implementation
Our solution applied an innovation approach to the traditionally stale channel of direct mail. Instead of a generic, impersonal flyer dropped in a mailbox, we created a DM experience that was truly, one-of-a-kind. We targeted the driveways of houses in upscale neighbourhoods with a Porsche Carrera 911S, pulled it into each potential customer driveway, and did a photoshoot to create a highly personalized and unique postcard, right on the spot. The postcard drove traffic to MakeThatPorscheMine.com, where our target could then arrange their personal test drive.

Outcome
With a response rate of 32%, the highly engaged target flocked to our website where they connected with the dealer to make their dream car more real than ever.

Execution
Because the target lived a lifestyle that kept them away from most mainstream advertising and advertising techniques, we made sure the execution was not only relevant, but ensured it showed an attention to detail and personalization that was required to illicit a response. The thoughtfulness and craft also mirrored the experience a potential customer could expect once they set foot in the dealership as well as the high quality vehicles sold there.