Pfaff Auto in Toronto, Canada has taken credit for creating the world's first piece of instant direct mail – a variation on the regular direct mail that goes from the doorstep straight to the waste basket. The dealership took a white Porsche 911 Carrera S to well-monied Toronto neighborhoods and photographed it in front of various homes. A print production crew in a cargo van nearby then took those photos and, right on the spot, created individual postcards using each photo that invited homeowners to a test drive. It then delivered the postcards to mailboxes, saving potential buyers from having to merely imagine a Porsche in their driveways.

This isn't the kind of marketing play you'd be likely to pull off in America, what with the guns, gates and armed guards, but it worked a treat in Toronto. Traditional direct-mail response is usually in the low single digits, but Pfaff's response rate to the "It's Closer Than You Think" campaign was 32 percent. You can watch how they pulled it off in the video below.

Pfaff Auto: Instant Direct Mail from Lowe Roche Advertising on Vimeo.



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    • 1 Second Ago
  • 61 Comments
      to your email L
      • 2 Years Ago
      In front of a McMansion, that's soooo 2007.
      Chris Goldrick
      • 2 Years Ago
      Well monied neighborhoods and you still have ugly garage doors taking up a third of the facade.
      Ian
      • 2 Years Ago
      Or, they could just upload a picture of their home and put the car digitally in front of it (after choosing their own color of course.)
      Klinkster
      • 2 Years Ago
      That's one of the many big differences between the US and Canada. In Canada you can own a multimillion dollar home that doesn't require armed guards, gates and guns to protect.
        Jonathan Wayne
        • 2 Years Ago
        @Klinkster
        Where do you live, Iraq? I live in one of these kinds of neighborhoods here in AMERICA and there are about 300 or so homes of this caliber among the different neighborhoods off the main road where I am and we don't have gates or armed guards. I would argue that within a 150 mile radius of where I live the neighborhoods that have these types of homes, there are maybe 6 gated neighborhoods and 3 of them have guards and none have armed guards to my knowledge. You can drive all over Michigan and the Chicago and Ohio area and most million dollar plus homes are perfectly accessible to the public.
      • 2 Years Ago
      [blocked]
        Pat
        • 2 Years Ago
        It was worth signing into Autoblog just to give you a thumbs down!
        Justin
        • 2 Years Ago
        You insult all Canadians with a poorly-written, even more poorly-conceived post? You're embarrassing whatever country you're from, as well as your family and school(s). Have you looked at the resolution of Google Street View? If you were Porsche, would you want to "photoshop" a 911 onto a crappy shot of a house? Think a little before posting next time, ok?
        sparrk
        • 2 Years Ago
        @ JohnEnzo , and that's why you don't work in marketing.
        Klinkster
        • 2 Years Ago
        Any retard would know that Google Streetsview has craptastic image resolution - let alone PRINT resolution. This is a premium postcard ad campaign...not a Walle-mart flyer.
        Rob
        • 2 Years Ago
        Your point was a very good one until you slandered all Canadians because the dealer isn't the sharpest knife in the drawer.
        Gorgenapper
        • 2 Years Ago
        You're hilariously stupid.
        ken
        • 2 Years Ago
        Lol. In this neighborhood, houses are selling between 1.7 to 3 million each. If these houses don't look Porsche potential buyers' level, I don't know what is.
      Guerro
      • 2 Years Ago
      They violated the law by placing those items directly in the mailboxes. I wonder if they will be prosecuted seeing as how the USPS is 5 Billion in the red.
        tomw05
        • 2 Years Ago
        @Guerro
        Sorry mate...first words of the article "Pfaff Auto in Toronto, Canada". I think the USPS will have to let this one slide.
        luujerr
        • 2 Years Ago
        @Guerro
        to quote Untitledfolder below... "The story literally says, "Canada" in the first sentence..."
        Rob
        • 2 Years Ago
        @Guerro
        Let me guess, your report card all through school said, "still seems unable to follow instructions". Do you read before you comment? You sound like an idiot box that a person places in a room and it just spews random comments related to current news whether it applies or not.
      g.torino
      • 2 Years Ago
      very interesting and innovative. But that is it. We don't want hundreds of advertising teams bringing their products to our neighborhoods when you are not at home. They'll make quite neighorhood streets insane. We have enought of advertisements on TV, internet, mail already. Most smart people already know there is a car called the Porsche. If they want it, they'll go get it anyway. We don't need to be stalked. I would sue PFAFF Auto if they did that in front of my drive way. Or they give me 20% discount if I bought the car.
        g.torino
        • 2 Years Ago
        @g.torino
        no - don't want the discount. I will sue just them.
          Klinkster
          • 2 Years Ago
          @g.torino
          Typical American. Sue because someone exercises their Constitutional freedom to photograph your publicly viewable house with a car in front of it...on public property. If I was your lawyer, I'd get your full retainer up front...and thank you for the free cash.
      Jim R
      • 2 Years Ago
      You know what, I think that's brilliant. Very clever. Even if I never bought the car I'd keep the postcard.
      jbm0866
      • 2 Years Ago
      "Guns, gates and armed guards"? I don't where the author of this article hails from, but America isn't exactly a huge prison camp. (yet)
      P
      • 2 Years Ago
      Creepy. Without question. I want to be a customer, not a "target." I'd blacklist any brand (or in this case, dealership) doing anything so overtly targeted as that.
      Pookie64
      • 2 Years Ago
      I don't know what "It then delivered the postcards to mailboxes" means, but in the US it's illegal to put the postcard in the mailboxes, unless mailed.
        Rob
        • 2 Years Ago
        @Pookie64
        Finally got to use that useless factoid the mailman told you when you were five years old. Congrats.
        untitledfolder
        • 2 Years Ago
        @Pookie64
        The story literally says, "Canada" in the first sentence...
      carfan
      • 2 Years Ago
      the canadians have the same tasteless, expensive, cookie cutter, no style, McMansions as the americans do. What a waste of money...
        avconsumer2
        • 2 Years Ago
        @carfan
        lol - of all the dwellings on the planet, you troll canadian and american ones? you really should get out more sir.
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