Conventionally speaking, a nice, really tempting invitation accompanied by a rational, sales-generating argument....What makes it different is the way we dramatise the effect produced by test-driving a BMW 7 Series for 48 hours ('You'll have to bring it back'!). A 'real' staged mail shot, a teaser, that portrays not the pleasure of the test drive but the difficulty in parting with the car when the test drive is over, symbolised by a handkerchief!

2 100 contacts out of 10 000 mailings sent, a response of 21%.