Toyota – Retention Letters

*Update: These retention letters were one part of a direct mail campaign, which contained one brand piece written by Niall Carey of Javelin. The campaign won Gold in Automotive and Silver in Copywriting at the An Post Smart Marketing awards.

I joined Javelin as a copywriter straight out of college and one of the first jobs I worked on were these retention letters. While they seem pretty safe, it was actually a fun task because long form copy is rarely seen anymore. Each model car required different copy in the letters, with Hybrid models being an almost completely different document.