HOUSTON, Aug. 2, 2016 /PRNewswire/ — “Some mail pieces are effective, some are engaging, some are beautiful. But very few can be called Irresistible Mail™” by the United States Postal Service (USPS). The USPS is in its second year of awarding one mail campaign as Irresistible, an honor that goes to a mail piece that stands out among the rest.
GS Marketing’s “Superhero” Toyota Sienna campaign, commissioned by Gulf States Toyota, was selected as the first quarter winner for 2016 and will compete with three additional quarter winners for the Grand Champion “Irresistible Mail” trophy on May 22, 2017 at the National Postal Forum in Baltimore, MD.
The overall strategy of the “Superhero” mailer was to show what the Toyota Sienna could be for a child with the concept “Fits even the biggest imaginations.” A lenticular postcard gave the illusion of depth by creating a motion effect that encourages interaction, increasing the impact of the message. When you move a lenticular piece the image changes.
Two images were superimposed over each other so at first glance you see a boy sitting with his superhero outfit in the Sienna. With one tilt of the mailer you see his imagination, him sitting at the top of a building protecting his city as a real superhero. This concept used copy, design and format to bring a child’s fantasy to life in the Sienna, thus creating engagement through play with a format that was impossible to put down. All while alluding to Sienna’s features such as dual sliding doors and a spacious interior.
“This lenticular design provided us an opportunity to tell a compelling story in 6 x 9 inches that evoked intrigue and a desire to look closer. We were very pleased with the end result.” Tiffany Cannon, Director, Digital Marketing & CRM at Gulf States Toyota.
The creative team for the winning campaign included Samantha Skone for Art Direction, Anna Christensen for Copywriting, Jeanna Smith for Planning and Marissa McGinty for Account Management. The Gulf States Toyota CRM team, led by Tiffany Cannon, included Liz Nguyen, Manager of Customer Relationship Marketing.
About GS Marketing
GS Marketing (GSM), located in Houston, TX, is a full service marketing agency specializing in the automotive industry. For more than 27 years GSM has worked with automotive professionals across the country to deliver leading edge, data-driven marketing solutions.
GS Marketing Wins USPS Irresistible Mail Award for Q1 2016