The New Polo launch data-capture insert exploited the full creative and interactive potential of direct communications. It achieved standout through an intriguing disguise: an application form for the job of Lion Tamer, engagingly dramatising the strap line 'The tough New Polo. Careful it doesn't go to your head'. The piece showcased the new car in the context of attention-grabbing photography and lively, tongue-in-cheek copy, appealing to the targeted 25-35 year old audience. An incentive, linked to the proposition, encouraged prospects to state an interest and give details about their car-purchase intentions via coupon or telephone.

• The campaign was described by the client as 'seamlessly integrated' with the advertising and online activity in support of the launch• 40% of prospects acquired were graded as high quality, based on a tried and tested propensity scoring model• This campaign is only 50% mature, so a total of 78 sales can be expected when the campaign is fully mature, at a cost of £1,282 per sale• 65% of cars sold to date have been New Polos so the campaign delivered • The overall New Polo launch Direct Marketing contact strategy, of which this insert forms a key part, has already delivered a return on investment of £1.4 million.