We mailed an intriguing box bearing the words ‘For those who thrive on precision’, giving a sense of exclusivity to the car whilst flattering the recipient.Inside was a custom-made stainless steel ruler. Etched on one side displayed the expected imperial and metric measurements and on the other, a list of every single detail that makes the IS250SR so unique. The final detail being the actual length of the ruler. 17 inches - precisely the same as the car’s alloy wheels.The call to action was to request a brochure or book a test drive, with projected response rates of 1.25% - 2.00%.