Our solution was to design a faux photo bag with the headline 'Vacation pictures you hopefully don’t have'. This included a photo-style brochure detailing the dangers of animal collision as well as Ford Insurance’s special offer and response card. The target group was Ford owners who are not customers of Ford Insurance and who had not been contacted in the last six months.

This activity gave a 3.8% response rate, which is good for insurance mailings in Sweden. But more interesting was the amount of positive calls received from people who enjoyed the mailing as it was different from all the other insurance mailings they had received before.