Our solution was complex: We made the Ford Credit display a true Las Vegas-style destination. We created a private roulette game that allowed dealers to win valuable Ford Credit business-related prizes. To draw dealers to the display, every dealer was sent this dimensional invitation with four Ford Credit roulette chips one month prior to the convention.

The results exceeded all expectations. The number of dealers visiting the display on just the first morning of the show was greater than the number who visited during the entire four-day show the previous year. The overall response rate to the invite exceeded 10%. Calculating ROI is not appropriate here, because the purpose of this endeavour was relationship building and the promotion of Ford Credit services. And in those areas, our clients viewed the program as delivering their most successful convention ever.