The Lexus SC430 is a rare car both in looks and numbers. We wanted to make a virtue of this. We wanted them to choose something a bit more individual.We demonstrated true individuality by using a traditional mass medium as a one-to-one communication. We created an 'individual ad' (personalised with the recipient name) in that month's Condé Nast Traveller – positioning the SC430 as being as individual as ... you. It was all made possible by producing a digitally printed bound-in insert made to look like a press ad.

This mailing achieved a sales rate of 0.4% (of those mailed 0.4% bought a car) and generated an ROI of 126%, a great result for any business, but particularly for this model which has a very niche target audience.