We sent owners a mail pack that celebrated their desire to not be part of the herd. We told them to 'Be Proud' of their choice of car and even gave them a key ring that proudly declared: I am not a sheep. We asked them to 'think of someone who thinks like you' and recommend a test drive to friend and give them the enclosed 'My next car will be a Multipla' bumper sticker.

The mailing was directly responsible for the sale of 80 Multiplas, which was 78% of total retail sales between August and October.It also had a halo effect that resulted in the sale of 120 other Fiat models and made a total profit of £200,000.