American Standard's ongoing "Maybe it's too comfortable" campaign has been illustrating the concept that American Standard Heating and Air Conditioning systems make their owner's homes so comfortable they may never want to leave. Following the campaign the client asked us to come up with a direct marketing piece that could reinforce that idea in a fun and unusual way.

The ultimate reason for you to leave home is to vacation. So we asked ourselves: Where would such an American Standard owner go on vacation?

We answered that question with this direct marketing piece sent to prospective customers in the form of "vacation" post-cards from "exotic" locales such as the bathroom, bedroom and living room. These postcards were distributed to authorized dealers, that will add their address/promotions and mail to customers in their area.

Since this is a fairly new piece and we still don’t have exact numbers, the main result so far has been the overwhelming replies from our authorized dealers and the fact that we already had to do an extra print due to the number of requests.