This mailing broke all the rules – the hero isn’t the car, but the sky, the trees, and birds. The idea communicated the positive effect that a Beetle Cabriolet has on everyday life – the core thought being ‘things are looking up’. The teaser offered a sneak preview – simply a postcard with a beautiful blue sky. The main pack continued this theme with a set transparencies. Each transparency was annotated with mundane lines like ‘visiting the in-laws’ and ‘working late’. When lifted to the light, optimistic images of skies are revealed, so you are ‘looking up’ in more ways than one.

The campaign delivered an overall response rate of 4.97%, a client pleasing 25% above target. Things really are looking up.