Our target has money, they look for things that are different and unusual. We had to surprise immediately (to avoid the dumped in the bin).We wanted to be unusual and unexpected, like the car. We mailed a completely asymmetric mail package: crooked envelope and letter, crooked brochure. New shapes for a mailing package, new shapes for the new LR.It was a multimedia campaign, with a push towards the web, to check data, request an exclusive invitation to the Land Rover showrooms or subscribe to the magazine "One Life".

We mailed 50,000 people and got 1.5% web subscriptions (750 people).The total cost per mailing was 1.6 Euros and the total cost per lead was 106.6 Euros.The car costs, at minimum, 40,000 Euros. Land Rover said they have sold 10 cars up to now thanks to this campaign.The Return on Investment is currently 5:1.