For the fall of 2021, we wanted to create a surprise and delight moment for Toyota. The Toyota Price Match Promise direct mail piece is a highly personalized, educational moment for owners to teach them the benefits of winter maintenance and promote coming into a dealership for winter tires.

Front cover

Client: Toyota Canada
Agency: JAM Direct
Project: Fall 2021
Position: Art Direction
Category: Print DM

This self-mailer’s main objective was to educate the Toyota owner of the need to change to winter tires once the temperature reaches 7 degrees celsius. Through multiple teaching moments of safer winter driving, to a personalized estimated time of when tire changes should happen in your region based on postal code, the driver is given a perfect guide to winter conditions. Additionally, we wanted to take this a bit further by giving the driver a visual reminder outside of this piece of when it was time to change to winter tires. And by doing so, the colour change tire sticker was born.

Toyota Tire Colour Change Sticker

Inside the print piece, we gave every owner a removable sticker that is placed beside the oil change reminder on their windshield. Using colour change inks, developed from the same vendor and printing techniques as popular colour change beer cans, we created a sticker that changes to bright blue when the temperature reaches 7 degrees; indicating that it is now time to switch your tires. This campaign was so successful that Toyota ordered millions of additional stickers to be given out with service at 247 dealerships across Canada.

Full cover and back cover with die cut to showcase sticker inside

First reveal spread

Second reveal spread

Full reveal spread