This mailpack springboards from a TV campaign that featured a photography exhibition showing images of people with expressions of surprise on their faces, caught on film when they discover the Signum for the first time. We translated this into the direct world with the idea 'The new Signum Class-exposed.' The mailpack invites recipients to 'discover the full picture.' This is achieved using photographer's 'Polaroid' device to reveal the car in a unique and interactive way. Four Photo Proofs ('Opelaroids') are bound into a brochure that introduces the Signum Class. The Proofs tell the story of innovative design, interior achitecture, performance and driving dynamics. The pack builds to a summary of why the Signum is a new class of car.

Outstanding results-the combined response rate for the Netherlands and Belgium was 8.6% against an average response rate of 2%-4%.