We ran a campaign motivating Ford customers and prospects to purchase the new car. An incentive was communicated as a reward to existing Ford owners. The activity had two offers; a price offer and a contest offering the car for free, for a year. A direct mail was sent, including a personalised letter with a detachable £1,000 discount cheque, a leaflet about the car characteristics and the contest. The pack also included a key. The recipient participated by trying to open a ballot box in a dealer room with this key. If the key opened the box, they won the car.

As a result, dealer visits were approximately 15,000 with a response rate of 17.6% in four months. A follow up telephone survey tracked spontaneous awareness of the activity and the car at +85%, proving the high creative impact of the activity. Total closed sales were 105 cars, producing a positive ROI.