The specific aim of the solution was to “draw people into a world similar to that of the Crosswagon and highlighting its sense of versatility, cutting-edge technology, performance, safety, elegance and comfort, in line with its positioning”. The mailing invited readers to discover “new routes”, and encouraged readers to find out more about this idea online. It consisted of an envelope containing an exclusive invitation from Alfa Romeo, and was designed to arouse the target’s curiosity. Visual snippets and disorderly text conveyed an authentic feel of a journey that has just begun and will continue online (with no obligations).

In only two months the project generated 2,000 online registrations of recipients declaring an interest in purchasing the car.