The other day I was reading the latest headlines on automotive advertising strategies, and came across this post:
Have you all heard about this? An ad agency named 'Low Roche' recently helped one of its clients, a Porsche dealership, get a 32% response rate on a 'mailer' -- using some very digital tactics. They actually took a Porsche to the homes of the 'well-heeled' in targeted areas and took a picture of it in front of each person's house. The mailer with the image front and center said "It's Closer Than You Think." Stalkerish? Yes. But did the targeted people bite? In a surprisingly large percentage, yes.
Do you all find this kind of marketing too invasive to be viable long-term? Or is it the next means of taking tried and true marketing tactics (snail mailings) and bringing them up to the level of the new social digital online age? Article below, follow the hyperlinked title to see the video and a slideshow of the advertising images on their website. Your thoughts welcome!
Those familiar with Toronto will know that neighborhoods like Rosedale, Forest Hill and the Bridle Path are the toniest zip codes in the city. Those hoods are the land of gold-gilt driveway gates, Olympic-sized pools, and entrance foyers the size of some mid-sized Manhattan apartments. The perfect target market for a local Porsche dealership.
Agency Lowe Roche conceived a campaign to bring Pfaff Porsche directly to the well-heeled residents of Toronto by putting a new spin on that old standard: direct mail.
To support the campaign line “It’s Closer Than You Think,” the agency loaded a production van with desktop printing gear, parked a gleaming white Porsche 911 in front of monster homes and created custom direct mail pieces that made it look like the homeowner’s (presumable) dream car was parked out front.
The idea may seem a little bit creepy, what with a marketer stalking and photographing your house with the aim of having you drop well over 100 Gs on a vehicle and all. But it seems the targeted didn’t mind: 32% of those who received the piece of mail booked a test drive online, a remarkable result for direct.
As for me, a Toronto resident, jealousy is a more fitting way to describe my reaction to the campaign. The owner of a modest home in a normal neighborhood, it appears I’m outside of the target demo for high-end automotive dreaming.