The mailing simulated a typical box commonly used by professional photographers.It contained simulated contact prints of the exibited new vehicles as well as an actual magnifying-glass. We intended for the recipient to have a first sneak preview of the cars. The letter contained additionally a coupon granting the recipient a camera in exchange for the coupon. The only place for the exchange to take place was at the ford stand at the IAA. The exchange was carried out only by an actual Ford representative.By attending the fair the recipient was able to compare his findings with the actual cars.

1,982 mailpieces were sent out and 264 coupons were exchanged by the Ford representatives. The response rate for this mailing was 13,33%.

The client was very pleased!