As of January 20th, 2009 (45 days after mailing): By means of questionnaires given out in the agencies, it was noted that of the 100 direct mails that were sent, 73 of the recipients went to the agency to see the new IBIZA. Seven of them are in the process of credit authorization, another sixteen are now driving the new car and five more are on a long waiting list.

The target audience were prospective buyers from the SEAT database; we wanted them to learn about the New IBIZA that was put on the market with the slogan: New SEAT IBIZA. More than a car, pure seduction.The brief was to let them know the launch of the new IBIZA with a Direct mail.

From SEAT's database, we chose 100 people who had visited a SEAT agency. We mailed them a suit cover with a car cover inside with the design of the latest model of the IBIZA stamped on it. This encouraged them to visit a SEAT agency for a trial run and information about financing.FRONT: SEDUCTION BEGINS WITH THE WAY YOU DRESS.

BACK: AFTER YOU LEARN ABOUT THE SEDUCTION POWER OF THE NEW SEAT IBIZA, VISIT OUR AGENCY, ASK FOR A TRIAL RUN AND FIND OUT ABOUT OUR PLANS FOR FINANCING. WE HAVE ONE CUSTOM MADE FOR YOU.

The creative worked in a very bold and unexpected way for the consumer. It simply surprised them! They never thought that the brand would communicate in such a seductive way, and none of them resisted the temptation to try the new SEAT IBIZA to their own cars just to see what it looked like.This creative execution suits the brand because SEDUCTION is the brand positioning for SEAT IBIZA in Mexico.