I like: Toyota Google Tour

I really like this direct marketing campaign by Australian agency MercerBell for Toyota’s Camry Hybrid. They used digitally printed direct mail piece drops to send consumers to Google themselves. They had bought Google keywords for the consumers name and advertised against it (presumably for a short window based on when the mail would land). Consumers were sent to everydayamazing.com.au where they could book a test drive or find out more about the car.

I like the use of data and the integration between offline and online marketing tapping into people’s basic curiosity about themselves. There is a case study video on Vimeo that some readers may not be able to watch due to their location.