Since the dealers all have service centers with car washes, we decided this was a good way to provide something of value to people who stop by to drive a car. We then came up the idea of squeeze-on mud to get them into the off-road frame of mind and give them added incentive to stop by. We found a supplier for make the product, produce labels and the package. We made a mud sticker and a follow up reminder and placed posters at the dealers for those who didn't receive the mailing.

The Daihatsu dealers saw an increase in test-drivers of 20% more than similar new model launches in the past. They also sold 1% more Terios than had been projected.