Some people wouldn’t think twice about a brand like Cadillac.
Cadillac was having a hard time selling their cars to residents of affluent Toronto neighbourhoods. They had a bias towards imported luxury cars like Lexus and Audi and wouldn’t think twice about a domestic luxury brand like Cadillac. Cadillac wanted to do something about that.
We created a premium direct mail piece targeting Toronto Neighbourhoods that over-indexed on imported luxury car brands. This ensured that our message was reaching the right audience. The piece spoke directly to the avoiders and tried to convince them to give the Cadillac CTS V a try. It invited the skeptics to a test drive where we brought the car to their home for a more personal and convenient experience.
Over 5000 pieces were distributed to the niche audience which resulted in over 300 test drives to an audience that otherwise would have never looked twice at a Cadillac let alone sit in one in their driveway.
