This execution met the challenge of visually illustrating the increased cargo space within the confines of a two-dimensional medium. It did so by utilizing a Turkish map fold to create an 'exploding page'. This format allowed for the visual demonstration of the bigger cargo capacity on the Escape, which mirrored much of the strategic messages of the national launch campaign.

This mailing generated 15,000 sales for Ford with 1,000 incremental vehicles sold. Within the first 100 days of the mailing, the Escape accounted for roughly a third of all vehicle sales, outperforming all other segments. The campaign resulted in exceptional lift results -- as high as 27.7% amongst owners and overall. It thus resulted in a 65% return on investment with $3.6 MM in net profit.