During a meeting with one of our clients, a question was posed:  “Can we just use the faces of the people we want to target, or is that too spooky?”  The net result was a really charming “Personalised Stamps” mailing, which created something that Director-level targets would feel genuinely spoke to them, while also creating a peer to peer buzz.

Unprompted feedback from one of the recipients of the piece reads as follows: “Got your Celtic Tiger Mailing today, very nice piece, well executed, great idea. Well done to all involved. Award winning potential.” We are delighted to report that this was a perceptive comment, as the campaign has since won Gold in the Loyalty Section of the 2011 IDMA awards, as well as the Overall Best Creative award.

25% of Ireland’s new car sales are made in January of every year, so November/December is the key “consideration” stage – a crucial one in terms of closing out the years’ sales and gaining the most ground for new car sales in January 2011. This campaign, both tactical and integrated, was designed to reach audiences in a different way, with a different style of Toyota message and combat very specific challenges around both perceived value for money and the availability of finance for buyers.

The strategy was to create a compelling communications campaign to reach out and engage with existing and non-Toyota drivers alike in a bright, sunshiny way. Important given that the mood of the Irish consumer was being impacted by growing uncertainty. Fully integrated across TV, radio, DM and digital – the approach needed to be positive and upbeat. In the DM especially we decided to “show and tell” the full range, prices and dealer locations.  It would also introduce a core tactical offer to bring us into 2011; 3 years free servicing with every new car.

This important campaign marked the beginning of a selling season in which Toyota, once again, achieved greater market share than any other brand in the market.

Oh, and we also enjoyed getting a whole load of our people to record the crowd scene for the radio ad… in the atrium at the agency.

You don’t get change on the bus in Dublin city. If you don’t have exactly the right change for the fare, you get a receipt for the difference. In theory, you can cash it in at the Dublin Bus office in O’Connell Street. No one ever does. So we created a DM piece to go to offices, shops, companies and clubs that asked people to donate their receipts. The piece arrives as a flat bus that springs up into a collection box, kept under the eye of the receptionist. It’s an easy feel-good for anyone passing to drop in a receipt. It’s a long term fundraiser for the Jack & Jill foundation, a pro bono client.