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 firstname.lastname@example.org to learn more.