All-Terrain Envelope

A lot of direct mail ends up directly in the bin, so to entice an adventure-seeking, high income target, DentsuBos created a physically engaging demonstration of the hill-climbing ability of the Lexus GX using the mechanism of a manila envelope. Once unwound, an insert revealed the recipient had just traced the elevation of a drive between Vancouver and Banff. This led them to a landing page where they could win an adventure on that exact drive in a GX.