Go Direct! Go for results

Direct Response Advertising	Direct Mail Cover	Direct Mail Inside

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Ojectives	Target and convert competitive Isuzu customer base to Toyota VIGO pick-ups in Thailand Identify prospects, refer leads to local dealers, and improve overall marketing efficiency
Solution	Existing Isuzu drivers were identified through research, existing marketplace data and telemarketing validation — they were then contacted and surveyed with a lucky draw as the incentive, revealing intent-to-buy data for the future Leads were categorised and followed-up with brochures and phone calls with invitations to test drives of the Toyota VIGO The response helped identify those closest to a purchase — their details were then passed to their local Toyota dealer for contact in the most appropriate way The whole process continued to evolve and helped Toyota better identify and contact sales leads
Results	Of nearly 100,000 Isuzu drivers contacted, the response rate was 24%--a very high response rate for this type of campaign As a result of this ongoing campaign, 3,750 hot leads were passed to dealers in Year 1 and 4,950 leads in year 2 In less than 18 months of campaign launch, 3,542 Toyota VIGOs were sold across Thailand Within two years of campaign launch, 13,518 new leads had been obtained and 6,935 vehicles had been sold, with 5,036 of these being VIGOs