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How to be Creepily Direct

July 31, 2012

A recent Porsche advertising campaign is both impressive (32% response rate) and a little disturbing. That’s because this marketing idea sent Pfaff Porsche brand reps directly into the most trendy, upscale neighborhoods of Toronto, where they took pictures of a gorgeous Porsche – right in front of the targeted buyers’ houses. The image of the brochure then left in each person’s mail box was of their house with a Porsche parked in front, under a large banner saying “It’s closer than you think.”

It’s hard to say if this marketing tactic is taking invasive tactics a bit too far, since none of the homeowners targeted seemed offended. In fact, the percentage of those people included in the campaign who called their Porsche dealer to book a test drive after seeing the ad was unusually high. Either way, Pfaff’s marketing agency Lowe Roche has caused a stir among dealerships and marketing professionals, who are heralding this latest innovation as the first ‘instant mailing.’ What do you think of their idea?

Article info and image from fasttocreate.com:   How to Make Direct Mail Even More Direct In Five Easy Steps

See also: Pfaff Porsche: Instant Direct Mail

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