Young people could win and pick up a car in any European country and drive it to Milan. At a big party with Christina Aguilera the new car was introduced. To recruit drivers, a two step mailing with an email was produced. The messages of the brochures were individual expressions of independent thinking. For the brochure, a non-gloss paper was used and a landscape format chosen. The format was also larger than the usual pieces you get in your mail. As an incentive you could order a CD of Christina Aguilera with the A-Class song “Hello”.

20,000 emails generated a click-rate of 45%. 6% of those registered as drivers to the Milan party. 39,000 mailings generated 5.1% leads for the dealers.