Rather than scream about special deals and limited offers, the mailing plays on the common response people have when they’re shown something truly amazing. In a very Saab-esque style of photograph, a forearm is shown in the act of being pinched. Overleaf there’s a dramatic shot of a Saab 9-5 Aero with an understated headline outlining the main offer. The ‘pinch yourself’ theme is continued as the mailing unfolds and more details of the Saab 9-5’s value for money are revealed.

Customers have responded particularly well to this campaign and conversion rates are currently running at 208% of target. Moreover, the value of sales generated so far stands at over 115 times more than the cost of the campaign.