Announche the special series Avensis with GPS included. A quite unusual letter was sent to 20,000 prospects in the Toyota database. The letter seemingly got lost and arrived at the wrong address first. In stead of the usual "Please redirect to", they used GPS language. The line read: "We calculate your route". The letter itself containend the following message: "Arrive without detours. Avensis Traveller with Full Map GPS - 22 countries". The sales of the Avensis Traveller increased by +19%. The mailing generated a high response rate and provided dealers with a high number of potential prospects.
Agency: Happiness Brussels, Belgium.