Over 95% of direct mail is never opened. So, to entice our adventure seeking, high income target, we created a physically engaging demonstration of the hill-climbing ability of the Lexus GX using the mechanism of a Manila envelope. Once unwound, an insert revealed the recipient had just traced the elevation of a drive between Vancouver and Banff. This led them to a landing page where they could win an adventure on that exact drive in a GX. With a huge lift on qualified leads and a renewed excitement for the brand, it was Lexus Canada’s most successful direct mail campaign ever.
This professional campaign titled 'All-Terrain Envelope' was published in Canada in January, 2020. It was created for the brand: Lexus, by ad agency: Dentsu. This Direct medium campaign is related to the Automotive industry and contains 1 media asset. It was submitted about 4 years ago by Copywriter: Shane Rodak of DentsuBos.
Advertising Agency: DentsuBos, Toronto, Canada
VP, Executive Creative Director: Travis Cowdy
VP, Executive Creative Director: Lyranda Martin Evans
Art Director: Amber Arezes
Copywriter: Shane Rodak