By Joe Radtke

Competiscan observed a unique direct marketing campaign that incorporates four different senses: Smell, Touch, Sound and Sight. In February 2018, Toyota launched an interactive direct marketing campaign in InStyle Magazine that simulates the interior of its midsize Camry sedan by including:

  • LCD heart monitor and two completely independent electronic units in one magazine unit.
  • Multiple sensory touch points including a physical interaction with door handles, illuminating LED lights, and visuals that appear on the LCD screen.
  • A heart icon, then pulse line, followed by an audible “beep” interacting with the pulse image.
  • Leather scent that emits when opened.

Current Competiscan clients can view the direct marketing campaign here. Not a client? Write us at to learn more.