We wanted the target market of Mazda owners to "challenge convention with the all-new Mazda3" and, using Dick Fosbury from the national television campaign as our creative vehicle, we quickly arrived at the line "Are you ready to raise the bar?" Which, while clearly referencing the connection with Dick Fosbury, also worked on a purely aspirational level. After all, wouldn't any typical, convention-defying Mazda owner want to reach higher? This thought of "raising the bar" also lent itself directly to the opening concertina mechanic which, when raised – panel by panel – featured stunning shots of the all-new Mazda3 working in tandem with shots of Dick Fosbury, our challenger from the national TV campaign.

The DM pack generated 42 direct leads enquiring about a test drive or to find a local dealer. At a retail value of £16,695 for the all-new Mazda3, this amounted to potential sales of £701,190. Therefore, for every £1 spent on DM, a potential sale value of nearly £19.50 - a return on investment of 19.5:1 - was generated.

In tandem with email, results from the direct mail met all client targets set.