The Sydney-based outfit, founded by Theo Pettaras, pitched the concept to the automotive shop to produce a personalised poster offering prospective car buyers three years’ free scheduled servicing for any Mini purchased before 31 January.

According to Digitalpress, “Each poster was personalised including the number plate and a picture of the model Mini that they were interested in.

“Despite the campaign being sent out in January, typically the most sluggish time in the car sales market, results were staggering. Approximately 150 recipients resulted in a conversion of three vehicles sold attributing to revenue of over $150,000. Interestingly and most impressively, three different models were sold.”

Each A2 poster was printed on an Océ ColorWave wide-format machine on 160gsm white smooth uncoated stock then mailed out in a transparent polypropylene envelope, at a cost of roughly $20 per item, plus agency time.

Pettaras told ProPrint that the print shop had first taken the concept to Mini in November 2011, adding that Digitalpress had produced a personalised postcard campaign for VW Finance two years earlier that resulted in five cars being sold.

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