Use direct mail to engage the senses and create an immersive customer experience

Delivering a moment of amazement helped create big buzz for the new Yaris

Posted on June 16, 2016 by Canada Post in Marketing solutions

The Exciting touch of the new Yaris

With a new multimedia communication platform, Touch and Go, and several other exciting innovations and features, the new Toyota Yaris was the smartest and the most exciting car in its segment.



The new Yaris simply had too many improvements and features to talk about. They were best discovered first-hand at a Toyota dealership.

So, to drive traffic to the showrooms and to communicate something of the awesomeness of the new car, an electrostatic mailing was created with the help of the Institute for Practical Physics.

Made with plastic and special foil, this mailing literally gave recipients a hair-raising experience  when they opened it. It brought to life the message, “The new Yaris. You’ll bristle with excitement.”



Response rates were 20% higher than the previous best-performing mailing.

The idea was also picked up by specialist websites as an example of best practices for direct mail.


One of the questions we often ask clients is: what response do you want? Invariably they answer, we want people to buy our new car.

Yes, of course you do. But just to get them to notice your new car and consider it, maybe for the first-ever time, what response do you want when they first open your direct mail piece? When they first think about your brand? Do you want them to laugh, to be amazed, do you want them to pin the letter to the wall or to put the piece in a draw? If you don’t think about that one incredibly important moment, then you are probably wasting your money.

The physical experience of this mailing would have delivered a moment of amazement. And from that one moment, all else followed including better response rates and, we presume, better sales.

Talk to a Canada Post representative to hear more about how Smartmail Marketing™ can support your automotive initiatives.


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