To communicate that we were selling virtually new Chevys at second-hand prices, we sent out a unique direct mailer one week leading up to the Tent Sale to prospects from Chevy’s test-drive database. The direct mailer contained a life-sized plastic seat wrapper identical to the ones found in brand new Chevrolets. The message on the plastic wrapper read, “Our Chevys are so new, you may find some of this still wrapped around our car seats.”