An integrated direct marketing campaign designed to attract clients and prospects to the showrooms and to the microsite for the Lobo trivia. The cycle started with the direct mail and email campaign, which was supported by a microsite and the call center. Also, some dealers participated with us promoting test drives.The plan was to invite clients and prospects to participate, through the microsite, in a contest where they could win a trip to attractive beaches of Mexico and at the same time to get to know the great attributes of the totally new and redesigned Lobo 2004.

The product was a total success. All the vehicles available in the Mexican market were sold out.In our first month on Internet we have reached 5,100 visits to the microsite, 550 people registered and 480 people who have participated in the Lobo trivia. And we still have two more months to go.