For Pfaff Porsche, Lowe Roche Toronto created the world's first instant direct-mail piece. Armed with a camera, laptop, printer and a Porsche, the agency positioned the car outside homes, snapped a picture, and turned it into a direct-mail postcard that showed you just what your home would look like with an awesome new car parked in the driveway. According to the press note, 32% responded to a website where they could book a test drive. Of course, Porsche didn't bother doing this in just any old neighborhood, but picked the swanky, high-income locales in Toronto.
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