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Heavy Hitters

Heavy Hitters

Helping Toyota pack a punch through direct mail

We needed to engage Fleet Managers with Toyota’s range of heavy-duty vehicles. But this audience had been exposed to them before. Our challenge was to find a new and exciting way of telling the story.


vehicles purchased

The vehicles already had nicknames. The ‘Unbreakable’ HiLux, the ‘Invincible’ Land Cruiser. We took this as our creative cue and developed a boxing-themed dimensional mail pack that positioned the range as ‘heavy-hitters’.

Toyota Fleet Heavy Hitters support 1 Toyota Fleet Heavy Hitters support 3 Toyota Fleet Heavy Hitters support 2 Toyota Fleet Heavy Hitters support 4

RESULTS

This highly crafted DM pack was extremely well-received. 2,028 fleet customers were sent out packs and within two months, 496 vehicles were purchased by the recipients. Now that’s a knockout.