Inspiration became our theme. We created an integrated campaign of three mailings, online, and video that engaged, educated, and maintained dialogue. We demonstrated that a single source Mt. Rainier moved the designers and engineers at Buick to name their new SUV after it. The name reinforced the vehicle’s attributes of power, quietness, and imposing design. We showed that the same mountain also inspired other quintessential American artists photographer Pat O’Hara, musician Bruce Hornsby, and chef Ming Tsai. We showcased their work alongside the Buick Rainier story in a unique pairing of art and industry. The campaign inspired our audience, too.

The program dramatically exceeded projections in almost every category. Highlights include a 42% higher sales rate than Buick’s average for conquest programs; a more than 87% increase in sales vs. control; a 28% higher test-drive rate than Buick’s average for conquests; a 32% greater survey response rate than past Buick conquest programs with a response device; and a 4.2% ROI. Additionally, Bruce Hornsby’s official Web site was buzzing with positive feedback to the original song he composed for mailing #2. Our mailings have even been offered on eBay.