To build loyalty among Club Scalextric members and drive sales by advertising original spare parts as a way of keeping cars in top condition.

Scalextric cars are highly collectable. To help Scalextric enthusiasts keep their cars in optimum condition, they were sent a small-format reminder letter for their ITV inspection (a test of roadworthiness equivalent to the MOT in the UK).The mailing provided information on Scalextric spare parts, and encouraged the target audience to visit the website and/or a Scalextric retailer.

A 10% discount was offered on spare parts purchased via the website.

The website also directed users to retail outlets, where, in addition to the 10% discount, Club Scalextric members could also claim a free gift of a mini toolkit, irrespective of whether or not they made a purchase.

The mailing was sent out to the more than 30,000 members of Club Scalextric.During the promotional period, the month of November, there were 8,000 visits to the website - 40% more than in November 2006. 600 orders for spare parts were received.900 Club Scalextric members made a purchase at retail outlets, and 2,000 claimed their free gift of a mini toolkit.