This piece dramatises the price in an original, involving and rewarding way. The headlines are small, too small to be read comfortably, hence the magnifying glass which the reader is encouraged to use. Eventually, they learn that 'There’s no smaller price'. From then on, the piece delivers details of how much car you actually get for this princely sum. It’s a simple idea, but one that engages the reader from start to finish in a fresh and exciting format.

The mailing to date has generated 146% of target. In addition, the inclusion of local dealer information resulted in a number of recipients going direct to the showroom to personally request test drives. This is turn led to higher than average sales being achieved over this initial phase of the campaign period.