Lowe Roche Creates Personalised Porche Campaign

Targeting Toronto's affluent neighbourhoods, armed with a camera, laptop, printer and Porsche Carrera 911 S, Pfaff Porsche and Lowe Roche created the world's first instant direct mail piece. Each home received its own one-of-a-kind postcard. 

 

And while direct mail is usually a fairly unglamorous medium, it looks like Lowe Roche’s inventive, individualised twist has revived it – 32 per cent of the households target responded by visiting the Porche website where they could book a test drive.

 

The team filmed themselves as they carried out their stealth hit – revealing a crack squad photographers and amateur postmen. It’s unlikely to be a model that could be unrolled on a massive scale, but as a strategic and carefully targeted approach, it looks like personalised direct mail can be pretty effective. To get a glimpse of the crew in action, check out their film: http://bit.ly/OMyIUE

 

Credits:

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