Our unconventional emailing was a much-noticed success. The dealers' feedback was fantastic as their clients appreciated the simple way of getting to know how DISTRONIC PLUS works. The email was described as "eye-catching" and "door opener" both to an involvement with the security features of the new E-Class Estate and to the clients' request for a test drive. Over 30% more interested people contacted the dealer for a test drive. Clickrates on our website have been twice as high in the first two weeks after the email was launched. And word of mouth made more potential clients subscribe to the email newsletter.