I recently posted about an interesting ad campaign from Canada using Porsches in a wealthy suburb in Toronto. Let's expand on this concept of really understanding your target market and personalising your approach to them. In the video, the advertising agency Lowe Roche in Toronto Canada thought of a way to make advertising more direct and more personal for client - Pfaff Porsche. They drove the Porsche to a neighborhood of affluent families in Toronto (which was their target market), parked the Porsche in driveways and took photos. After the pictures were taken, the team from the advertising agency produced tailored marketing pieces for each address using mobile printers. They then distributed the print outs and the residents of the neighborhood received a personalized direct mail piece. From this creative and very unique campaign, 32% of people responded to a website where they booked a...

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