The Fiat Ulysse incorporates the best aspects of being on holiday – luxurious accommodation, wide open spaces and great views through its unique sunroof – we decided that owning a Ulysse is like being on holiday 365 days a year. Our concept tapped into that quintessential holiday routine: putting your towel down early to beat other tourists to the best seats. This pack invited recipients to 'Make sure your family always get the best seats', and opened to reveal a full-sized Ulysse beach towel inviting a test drive. This was supported by holiday postcards promoting the Ulysse’s main selling features.

In the months after the mailing was sent, it was responsible for an average of 1.7 Ulysses sold every day - representing a 51% growth in sales. Unprompted awareness rose from 0% to 9%, 4.5 times higher than the Ulysse’s main competitor (Source: Sofres Tracking). Some consumers even phoned Fiat’s head office to thank them for the mail piece while others requested additional towels. Furthermore, the response from the dealer network was overwhelmingly positive, with some dealers even using the towels as point of sale.