Lexus: All-Terrain Envelope

A lot of direct mail ends up directly in the bin, so to entice an adventure-seeking, high-income target, DentsuBos created All-Terrain Envelope, 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 to win an adventure on that same 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.

Credits
Advertising Agency: DentsuBos, Toronto, Canada
Campaign: All-Terrain Envelope
Brand: Lexus