In addition to the general mass media campaign, we used a unique media approach to help give an extra push. On the top area of the classified page we inserted a 'hand written' reminder - including a typical scribble made when checking that the pen is working - quoting, '72 hour sale, last day'. This note gave insightful and personal priority to a sale that couldn't be missed. The following page featured a general mass media ad about the special sales event.

The sales event was a huge success. VW's goal was to sell 800 cars, but in actual fact they sold over 2,000 cars within 72 hours. The success of the promotion received great PR with no charge and led to the extension of the special sale for an entire week.