Low-price messages are used frequently in car advertising. Our task was to present a familiar message in a fresh and involving way.

Working with a real customer insight, we visualised those little things that irritate every car owner: a scratch, a full ashtray, or a dirty car. Then we simply pointed out that at this price, you should find any excuse to book a test drive.The postcard was sent out as a reminder to non-responders and featured the one thing that irritates proud car owners more than anything else.

This direct mail campaign was responsible for selling 740 Fiat Puntos to existing owners and 286 Fiat Puntos to non-Fiat owners. This meant that the mailing generated 11.55% of all Fiat Punto sales during Aug-Oct and 9.43% of total car sales in the UK.