A dash of genius, with a generous helping of creepy.
And the affluent neighborhoods I've lived in have all been pretty mundane, not exactly the "beat up" type of people. Worst case a photographer catches a penny-loafer to the parietal followed by a draft of a suit by Stainslaw & Ashbaugh for trespassing.
...we cookie-customize that.
As a marketing professional, this is pretty genius. Granted, half the beauty of it is that they were the first one to come up with this idea.
There is a fine line with this stuff though. When I was in business school, one of my professors brought in a little mini-frisbee with a logo on it and said a lawn care company went around his neighborhood and threw it in peoples yard. (With the assumption that people would give it to their dogs to play with.) Two problems being that no one had dogs in the neighborhood and you can't go around throwing stuff in peoples yard.
He actually called the company and said if they do it again he'll call the police. (He was a grumpy, spiteful older man.)
Cool idea. I wonder what was the percentage of people buying a vehicle? I'm also wondering how many test drives were booked, it says 32% of people responded to the Website. So they might have clicked on a landing page but might have been turned off by the messaging.
Cool campaign none the less.
Interesting concept but it only works if they already knew the demographics of the target houses pretty well.
BA did something on a similar line in the UK that I thought was creative. Enter your postcode and you see a BA 777 drive down your street using google streetview imagery.
But you can't mess with any kind of mail. Which is why they throw crap everywhere.
From another site:
Yes it is illegal I know from experience. Put fliers on mail boxes when I was in the plumbing business and just starting out. The next morning I awoke to someone knocking on the door it was the Postmaster and 2 policeman man was I sweating. Luckily for me the just gave me a warning (written) after explaining in detail the legalities and the penalties for such an offense.Don't take the chance it isn't worth it
Wouldn't work with every market segment & brand, but obviously it works with this market segment & Porsche.
"Personally, I believe that 'fairness' consists in the fruits of my labor not being taken by corrupt hacks to redistribute to their cronies in exchange for votes." -- Glenn Reynolds
If I got an ad in the mail with an actual pic of a sexy car in front of my driveway, I would be more tempted to check out the car VS seeing an photoshopped version of it.