August 6, 2012 by Ryan Lum - 3 comments
What would you think if you got a flyer in the mail that had a picture of your house on it? Well that’s just what Pfaff Auto in Toronto, Canada did in their latest direct mail campaign.
The dealership took a white Porsche 911 Carrera S to rich Toronto neighborhoods and photographed it in front of various homes. Afterwards, the photos were processed in a nearby cargo van that housed a print crew. Custom direct mail postcards were then created on the spot. The result? Personalized direct marketing flyers that featured the Porsche 911 in front of the persons house that invited the homeowner to schedule a test drive.
Pfaff’s response rate to the “It’s Closer Than You Think” campaign was 32 percent in this campaign. Pretty good for direct mail! It juist goes to show how a little personalization can go a long way.
You can watch how they pulled it off in the video below.