The FIAT 500e Welcome Kit reflected the conservation concerns of electric car buyers by using a minimal amount of a renewable resource - paper - while incenting owners to go online for the bulk of their vehicle information.

Printed entirely on recycled stock, the Kit - along with the innovative use of seed paper - radiated FIAT’s style and eco-friendly sensibility.

Originality emanated from the inclusion of poppy seeds that, once planted, bloom into the official state flower of California - orange poppies - cleverly matching the 500e’s primary color and providing a reminder of the exclusivity of ownership that only California drivers can enjoy.

The FIAT 500e Welcome Kit outperformed expectations. Typical Automotive Direct Mail response rates are 0.5 to 1 percent, with owner responses up to 10 percent. The Welcome Kit was the sole communication owners received with the Web address for the digital brochure. The overwhelming response exceeded engagement objectives, both in unique visits (36 percent clicked through) and average time spent online reviewing the brochure:

•Unique visits to the Brochure: 36% of Welcome Kit recipients

•Average time spent online: 2 minutes 29 seconds

Additionally, new owners posted images and comments on social forums expressing their delight with the kit.