Lexus "DIRECT MAIL THAT TAKES YOU ON A RIDE." by DentsuBos

DIRECT MAIL THAT TAKES YOU ON A RIDE.

Over 95% of direct mail is never opened. So, to entice our adventure seeking, high income target, we created a physically engaging demonstration of the hill-climbing ability of the Lexus GX using the mechanism of a Manila envelope.
Once unwound, an insert revealed the recipient had just traced the elevation of a drive between Vancouver and Banff. This led them to a landing page where they could win an adventure on that exact drive ina GX. With a huge lift on qualified leads and a renewed excitement for the nameplate, it was Lexus Canada’s most successtul direct mail campaign ever.

Advertising Agency: DentsuBos, Toronto, Canada
Vp: Travis Cowdy, Lyranda Martin-Evans
Executive Creative Director: Travis Cowdy, Lyranda Martin-Evans
Art Director: Amber Arezes
Copywriter: Shane Rodak