We know that, perceived as a mainstream mass-market brand, Vauxhall struggles to be recognised for its innovation.

And we know just how important experiencing a car for yourself is to the sales process. It's why test drives are still so powerful. Sitting in the driver's seat, hearing the engine and, increasingly, playing with the tech.

So we didn't simply tell our email audience about the incredible potential of the Mokka X's 4G WiFi, we brought it to life.

We wrote, designed, coded and distributed the email - from the car.

One writer, one designer, one geek (sorry, tech genius) - and a driver.

So when people opened up the email, we could tell them, "This email was built and sent from here."

And by clicking the link, they could watch us doing it.

Creating the first email built and sent from a car.

To tell our audience about the powerful 4G wifi in the Mokka X we didn't just send an email.

We wrote, designed, coded and deployed the email they received from the car itself.

One writer, one designer, one geek (sorry, tech genius) - and a driver.

And we send our recipients the proof, a video of the whole process.

We followed our initial burst with a resend to non-openers, with an alternative subject line. (This additional contact gave the campaign a real boost to response)

The first email was focused on driving clicks to the video (with the secondary CTA to configure the car).

The follow-up email had a much more direct finance message to drive quote requests.

Although supported by a wider ATL campaign, this innovate email campaign (just two emails, plus one resend) delivered 25% of all quote requests.

People spent over 3.5 minutes on the site

And over 4.5k prospective buyers watched us build and send them an email from their next new car.