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
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."