People have become accustomed to glossy automotive brochures. But the Saab 9-3 isn’t a conventional convertible and our mailing had to reflect this. Encouraging our audience to participate in a demonstration of Swedish enlightenment we used transparencies that, when held up to the light, showed the car in majestic arctic landscapes. Everything about this pack conveyed an air of protection against the elements. From the feel of the electrostatic outer, to the front cover with its canvas-stitched roof detail, down to the confident, sophisticated tone of voice proclaiming that ‘Winter is the new Summer’.

This campaign generated a significantly higher response than similar campaigns - achieving 190% of target response at an efficient cost per response. The loyalty offer in the customer version shortened the period between initial contact and conversion which in turn exceeded all expectations – up by 50% on the previous convertible campaign.