The focal point of the idea was to make the Avensis`s new dimension of quality as palpable as possible to the target audience in every conceivable form. What emerged was the “book for all senses” which based on the classically employed campaign motto “Experiencing quality” set out to present the vehicle with all of its advantages in a sophisticated style. The lavish 3D mailing surprised recipients time and again with the incredibly multi-faceted approach made up of optical, tactile and interactive elements. A welcome preview of what can be experienced at close quarters as the driver of a new Avensis.

The customer`s campaign objective was as follows: Acquisition of private customers and achievement of a sales conversion rate of 1.9%. The results were overwhelming: In addition to mailings sent out nationwide to interested parties, 63% of Toyota dealers were persuaded to take part in the customer mailing campaign at their own expense. The mailing produced an excellent conversion rate amounting to of 8% of all mailed addresses to Avensis buyers, as demonstrable via the online campaign portal that had been used to have selected Toyota customers registered by dealers.