We offer an attractive added-value that guarantees a high degree of awareness, while keeping prospective customers happy up to launch. The package consisted of treating them to global lifestyle trends that adequately satisfied the desire for a high degree of individuality characterising the target group, presented by our co-operation partner GQ. The trend bookwas sent out and the website, www.exploreyourlife.de, with additional trends, was placed in the internet. Two trend report mailings and/or up to 11 emailings took care of prospectivecustomers, providing further trends. A trend hotline forwarded trends in bars, night life locations and new scene hotels.

Over 22,000 leads generated. Of these 12,500 reactors can be traced back to the presence on the internet, more than 9,500 resulted from the diverse mailings. Besides an advertisement in GQ focusing on the www.exploreyourlife.de website also worked very well indeed.

Particularly noteworthy: The trend book achieved a response quota hitherto unattained by a mailing aimed at acquiring prospective Volvo customers: Around 7% returns!

Total costs per prospective customer were reduced by well over 70%.

Costs per prospective customer are 50% lower compared to previous campaigns.