WWAV produces DM mailing to promote Toyota Verso model

Toyota is promoting its new Avensis Verso people carrier with a

direct mail campaign that kids would-be buyers that the vehicle is so

good, its enthusiastic designers could not wait for proper


As a result, prospective customers are this week getting a mailer

showing only a sketch of the car by the designer, together with a

scribbled message that reads: "I've had this idea - I'll keep you


A follow-up contains photographic contact sheets of the Verso with a

compliments slip explaining that the designer had grown impatient

waiting for the brochure to be produced.

The campaign is the work of WWAV Rapp Collins and marks the start of an

initiative by Toyota to produce a model that will be a direct challenger

to the Honda Stream and the Volkswagen Sharan.

The Verso is a replacement for the less-than-successful Picnic, which

went on sale six months before the Renault Scenic but never captured the

public's imagination.

WWAV's Toyota account director, Andrew O'Brien, said: "The Avensis Verso

is based around a new platform and will appeal to families with two or

more children. This is reflected in the mailings, which dramatise the

versatility, space and driving pleasure."


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