The new Saab 4-wheel drive, Saab XWD, was launched in the beginning of April 2008 in Sweden. Because the launch was scheduled after the prime season for ordering 4-wheel drive cars, we choose the pre-emptive strategy to send out a mailing to the potential customers at the end of 2007. The purpose was to postpone their car-buy until the Saab XWD was available.

The mailing was developed as an invitation to test drive the new Saab XWD.To highlight the benefits of optimal traction with Saab XWD, the mailing was sealed with Velcro. The headline read: “The principle behind our latest innovation”. On the inside we explained why the Saab XWD has market leading technology when it comes to 4-wheel drive and an invitation to a test-drive. To participate in the exclusive event the recipient had to log in to a personalized web site.

The goal was to generate 210 leads for test drives. The mailing generated 382 leads, which means that the goal was exceeded by 182%.