Make the recipients feel special since the offer was available exclusively to them - it was for their eyes only. Therefore, the offer was printed in GLOWING INK – and could only be seen in the dark. The copy emphasised the message: 'we didn’t want anyone else to see the unique offer you received'.

The mailing piece attracted positive feedback from potential clients who arrived at Volvo’s dealerships across the country and scheduled test-drives. However, we can’t say that the mailing generated actual sales in the short term.