GTA is steel. In both senses: made of steel and with great strength of character.And steel was the protagonist of the campaign. We used a two package approach. Before the launch, we sent a general mailing to sort out prospective buyers who were really interested in the Alfa GTA. The respondents received a steel briefcase, containing all the infomation and a pair of special driving gloves.

The campaign generated 50,000 contacts, from which 10,200 hot prospects emerged (20.4% of the total).