Alfa Romeo Paperclips is the most effective DM campaign the company has ever run. Within a month of the initial activity, every demonstrator vehicle was booked out for the rest of the year. Alfa struggled to cope with demand and was forced to pull the second burst of activity planned for later in the year. The pack generated a response rate of 10.13% and 200 demonstrator vehicle requests for companies with fleets over 50 vehicles. Most importantly of all, Alfa completed appointments with 43 large fleet customers and a large amount of new business has been generated as a result.