Cannes Lions

TOYOTA AVENSIS GTS

HAPPINESS BRUSSELS, Brussels / TOYOTA / 2008

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Overview

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Credits

Overview

Description

Refresh the image of the Dyna Truck. Remind users and prospects of the huge loading capacities of the Toyota Dyna truck.

Execution

A quite unusual letter was sent to 20,000 prospects in the Toyota database. The letter seemingly got lost and arrived at the wrong address first. Instead of the usual "Please redirect to", we used GPS language. The line read : "We recalculate your route". The letter itself contained the following message: 'Arrive without detours. Avensis Traveller with Full Map GPS - 22 countries'.

Outcome

The sales of the Avensis Traveller increased by +19%. The mailing generated a high response rate and provided dealers with a high number of potential prospects.

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