The premium quality, hardback book received by customers bears the message: ‘The Saab 2003 range. You may wish to bookmark the pages you find the most interesting.’ Opening the book reveals no fewer than twelve Saab-branded bookmarks – one for each spread. The introductory copy then acknowledges that after three years of owning a Saab, customers may well be considering buying something new. The sentiment is inverted when the copy recommends that they do just that – by buying a new Saab. A response device suggests the customer arranges a test drive and bookmarks the date in their diary.

As a rolling programme final results won't be known for some time, however feedback from the Saab Dealer network indicates an increase in footfall with customers mentioning the fact that they have received the mailing, and available results show that the value of sales in the first two weeks of the campaign was 5.4 times greater than the marketing spend. Even in the short time that the campaign has been running the strategy is working. Recipients of the pack are going direct to their dealer and purchasing a new car.