We ran an activity to motivate Ford customers and some prospects to purchase the new car. An incentive was given, communicated as a reward to existing Ford owners. The activity had two offers; a price incentive and a contest offering the car, free for a year.

A direct mail was sent which included a personalised letter with a detachable £1,000 price-off cheque, a leaflet about the car's characteristics and a key. The recipient could participate in the competition by trying to open a ballot box in a dealer room with the key. If the key opened the box, they won the car.

Dealer visits as a result of the promotional contest 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.