Jul 31, 2012 11:30:18 PM
- JoeRockhead
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- Loc: Topside , Monaco
- Posts: 8033, Gallery
- Registered on: Sep 17, 2007
Local dealer ad campaign - Brilliant or Annoying?
I think it's pretty innovative, but we'll see if it results in increased sales.
Toronto area Porsche dealership parks car near driveways of affluent homes in instant direct marketing
It’s a stunt that probably wouldn’t work for the station wagon.
Toronto ad agency Lowe Roche drove a 2013 Porsche 911 Carrera S from Pfaff Porsche around an affluent North Toronto neighbourhood, parked it in front of high-end homes, snapped a photo at each, processed the picture inside a van and, minutes later, dropped off a custom-ad that made it look as though the car was pulling out of the homeowner’s driveway. The aspirational postcard advertised at-home test drives with the tag line: “It’s closer than you think.”
Lowe Roche creative director Dave Douglass said the ad showed how far the dealership is “prepared to go to make their customers happy.”
And if you’re looking closely at the photos, that is not quite as far as the sidewalk, but a bit farther than the curb — all above-board, according to the agency’s legal department, but perhaps straddling the border between brilliant and creepy, according to experts surveyed by the Star.
It is difficult to get attention in a society of savvy consumers who are bombarded with advertising, but this apparently brought results: 32 per cent of the people who retrieved the postcard from the mailbox visited the website, according to Lowe Roche. The agency wouldn’t release the specific neighbourhoods targeted, but did demographic research to select them. Nobody called to complain.
