A lot of direct mail ends up directly in the bin, so to entice our adventure seeking, high income target, we created 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 where they could win an adventure on that exact drive in a GX. 

The envelope didn’t just transform direct mail into an interactive experience; it generated leads for our dealerships and created a newfound excitement for the nameplate.

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