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All-Terrain Envelope

Agency Network: 
Published/Aired: 
January 2020
Lexus: All-Terrain Envelope
Lexus Direct Ad - All-Terrain Envelope

Description

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.

Direct advertisement created by Dentsu, Canada for Lexus, within the category: Automotive.

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
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