After qualitative research, we developed a highly customised programme educating consumers on Major Scheduled Maintenance (30/60/90K miles). Each piece reflected the model, make, year and mileage of the owner’s actual vehicle. In total there were 62,700 possible print version combinations.

A phone study conducted following the mailing found a 60% recall rate of the mailing with positive effects on attitude compared to control. Actual results posted a 13% lift in mailed consumers versus control. Additionally, mailed consumers spent 10% more per average repair order than the non-mailed control group.