We tempted the target group by arousing curiosity through a PIN-code mailing, with the same look and feel as a PIN-code letter from a bank. This increased the chance that the envelope would actually be opened. Inside, they would find a code for activating their own personal website.

Of the 70,000 people who received a PIN-code mailing, 13,082 activated their code (response: 18%; the target was 6.5%). Of these 13,082 people, 4,316 requested a brochure (target was 2,500), and 1,868 applied for a test drive via the Internet (target was 1,000). The sales target (1,500 cars) was surpassed by a wide margin: 2,679 cars had been sold by the end of 2004 – 179% of the objective.