The Ulysee is a car in which the whole family have the space to travel together. This led us to thinking about Ulysee as being like a family holiday ? a thought that became the idea for a multimedia campaign. The EDM used the idea of sending postcards. We sent HTML emails to 51,625 prospects inviting them to a test drive and send an e-postcard from their holiday not only reinforcing the idea, but getting recipients to participate in it. The campaign was responsible for a 51% growth in Ulysee sales and response to the eDM increased web traffic by 280.