It didn't take us long to figure out that the best way to associate today's Jaguars with today's 'Cool Britannia' was to invite each potential Jaguar customer to London with a purchase incentive of 80,000 British Airways miles.

The 'London Calling' (The Clash)campaign not only teased prospects with the idea of flying to London - we brought them one step closer to experiencing the idea by mimicking a boarding pass, ticket jacket and information regarding the event. The red phone booth that appeared in our piece was also used in national advertising and at many of the sales events.

The mailing set new record buy rates for XK at 1.47%. This is the highest buy rate ever achieved from the owner segment in 2002.Of all owner direct mail communication activities in 2002, the buy rate of 2.08% of XJ owners is one of the highest ever achieved in an owner segment.The mailing successfully achieved a 37% migration of XJS owners into XK.